I think there is always the factor of other apps and e.g google maps making prices easily available for comparison etc. If Uber increases from $7.51 to $7.96 y

I think there is always the factor of other apps and e.g google maps making prices easily available for comparison etc. If Uber increases from $7.51 to $7.96 you might not see the difference in your head, but then if for example lyft is offering $7.80 for the same ride, whats more likely for you to choose? I think they'd be very careful with increasing prices and wait their competitors to increase prices first so they can follow up, or else they might run themselvs out of business.