Can they simply raise the ride price ? To the point of not losing money ? The only other player, at least in the US is lyft and lyft has to rise their price too

Can they simply raise the ride price ? To the point of not losing money ? The only other player, at least in the US is lyft and lyft has to rise their price too if they don't to keep loosing money. Customer won't go back to use old fashioned taxi.