This was always the idea. I remember Jason Calacanis saying on This Week In Startups months ago that Uber is in growth mode, eventually when push comes to shove

This was always the idea. I remember Jason Calacanis saying on This Week In Startups months ago that Uber is in growth mode, eventually when push comes to shove they'll increase the price to get to profitability and have the market share to stick it out.