We apply this idea in a lot of places. It's basically the entire idea of market segmentation: get everyone to pay exactly as much as they are able/willing to pay. What Uber does is notable, but I don't see anything evil here.
The mechanics are different, but the goal is always the same: Store brands that are just repackaged brand products sold cheaper, slightly more comfortable travel experiences that cost disproportionatly more, support contracts and "enterprise features" for absurd prices, lootboxes in games, etc.
The mechanics are different, but the goal is always the same: Store brands that are just repackaged brand products sold cheaper, slightly more comfortable travel experiences that cost disproportionatly more, support contracts and "enterprise features" for absurd prices, lootboxes in games, etc.