It's a trade off, company versus customer experience. For a private company like Uber it's a no brainer. They should take the loss to make the user experience better and to acquire more users. Low cost and frictionless payment, that's what they should be aiming for the long run. Asking for your users to pay more while lowering your drivers paychecks is a recipe for failure at that stage of the game.
They can't afford to take the loss, though. They are running out of runway and have less than a year less. They are already huge; at some point they have to make the shift to being profitable.
