It's not really that hard, you just have to increase prices a bit, which in turn shrinks the market, which in turn means you aren't a $100B company. Maybe more

It's not really that hard, you just have to increase prices a bit, which in turn shrinks the market, which in turn means you aren't a $100B company. Maybe more like a $1B company or so. Obviously this would be a disaster for Uber, but that doesn't mean it's not a viable business model.