That TC article doesn't substantiate its overly broad claim. "People" aren't paying more, in general, across its US markets; it only shows that a subset of its customers in what is already the top-5 most expensive cities (SF) in the world are prepared, and at that, only 10-27% are prepared to pay significantly more ($5-10). Still fewer than the 40% who would pay “the same or less.”

Quoting: "Perhaps even more striking is how people answered a question about whether they would be willing to pay more for a Waymo. Nearly 40% said they’d pay “the same or less.” But 16.3% said they’d pay less than $5 more per ride. Another 10.1% said they’d pay up to $5 more per ride. And 16.3% said they’d pay up to $10 more per ride."

There are going to be lots of causal factors: number of rider(s), time of day, safety, gender, wait time, price estimate, predictable arrival. Let's see an apples-to-apples comparison/regression breaking out each.