I'm interested in how the tipping will enable Uber to really focus drivers on service. Tips are likely to be a pretty strong indicator for what customers want,

I'm interested in how the tipping will enable Uber to really focus drivers on service. Tips are likely to be a pretty strong indicator for what customers want, and may be optimized by Uber should they choose to do so. I assume that 100% of the tip amount goes to the driver, but is that actually true? Uber does have an expense in adding the feature to it's app & operation. Uber will collect a lot of data that they can share with drivers regarding what they can do to increase tips. Basics like keep a clean car, or how much to chat with customers, or perhaps even customer-specific services like 'don't speed at all', or 'get out and open the door' for them, or, 'likes the car temp at 80 degrees...'. Moreover, it can indicate what cities or localities tip best, what time of day, what types of people tip well, ... I am trying to think of another platform better suited to recording this type of data, but it's not coming to mind. Will Uber use it to benefit customers and drivers, or, abuse it for it's own gain?