[smackfu]

They might benefit from being a bit more transparent with pricing. From a customer's point of view, the multiplier is just arbitrary ("it's busy, so we're charging seven times what we normally do"), and they have to trust Uber that it is being set fairly. If it gets excessively high, like it has in these recent cases, they start losing that trust in Uber, and move to a competitor.

[tgrass]

I agree, that the firm might benefit from transparency; but the article stresses the need for regulation in the interest of the consumer, not the firm.

This is how the price mechanism is supposed to work: it communicates inefficiencies over the long term.