Not many people would regularly pay more for a more glamorous taxi ride. Most people I know see it as a commodity, "This driver hasn't died in a car accident, good enough for me".
This is not so obvious to me. If rides are cheaper then perhaps more people are willing to use it.
Plus, there clearly is a point where drivers don't find it economical anymore. And it seems from the article, that so far it is Uber who's trying to make rides cheaper.
