You don’t think Uber/Lyft have carved out their own markets? When surge pricing hits I know I don’t consider a taxi as an alternative. They are dirty, hard to reach, and unreliable. I can’t see myself switching to a regular taxi service as a result of increased fare rates.
I do think you hit on a good point, however, these mega tech unicorns should struggle when it comes time to actually make money. If you have a non-sticky user base how do you suddenly increase prices to make more money while simultaneously coaxing in new users and maintaining the current user revenue stream. Tough tightrope to walk.