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The company announced Thursday is beginning to roll out a feature that will show the exact fares for an uberX ride before you book.

Previously, only riders of UberPOOL, its carpool service, had this feature.

"Knowing how much a ride will cost in advance is clearly something riders appreciate," Uber said in a blog post, noting that uberPOOL makes up 20% of all rides.

While the change may help Uber drum up more customers, it also makes surge pricing more difficult to understand.

That's because Uber will no longer show the surge multiple or lightning bolt when demand is high; instead, it will show a disclosure that says "fares are higher due to increased demand."

Uber argues that the removal of the surge price multiple makes it easier for people who don't want to do math. But the truth is, Uber never showed riders what the original price would have been.

Riders have grown accustomed to understanding what those price multiples symbolized. Taking them away will make it harder to know how the quoted price compares to a normal fare.

Uber has been testing this "upfront fares" model in select cities for the past few months.

The company also recently announced it would start giving people the ability to schedule rides ahead of time, anywhere from 30 minutes to 30 days in advance.
 

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it will show a disclosure that says "fares are higher due to increased demand.
I'd prefer if they didn't even say that. The pax will resort to the usual waiting-out-the-surge tactic and we won't see any benefit from it.
 

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They should add a 10% increase in price for any unforseen delays, basically always go with the highest reasonable estimate. Of course the base rate should be like 50% higher to begin with but thats a separate issue.
Actually see a potential positive of pax not seeing surge multiple, gives them less incentive to wait out surge, as long as price looks reasonable they will take it rather than waiting to save a few bucks. But actually on the high surge end it might work the other way.
This is a tricky thing to implement, given uber's inclination expect the drivers to get shafted again.
 

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It will limit the surge game; people will have one more drink at the bar for the same cost as surge and wait making math simple for drunk people or order taxi
 

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so does this mean I don't have to drive someone home and wait 5 minutes for them to get their gym gear before driving them to the gym again? They need to call another uber for it as I'm not going to be paid for my time?
 
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