Good for you, but a lot of people care about supporting the more sustainable and fair businesses and pay extra for that. Buying only on price and thus personal gain is short sighted and will eventually lead to worse market conditions in many cases.
To put it the other way around, why not care? In NYC Juno is no more expensive than Uber (in fact there's a promo rate on right now), so if I have the option, why wouldn't I choose the option that does best by the person driving me around in their car?
Even if I were entirely selfish it wouldn't be in my interests for them to be stressed and rushing to cram in as many jobs as they can.
This is why I don't get why Uber tries to "undercut competitors". Even if they succeed, the second it stops bleeding money and raises prices competition will reappear. It's not like it is hard to install another app.