Interesting article! While most consumers will be price sensitive, the price insensitive customers could form the ‘business class’ of uber. Previously, uber started a premium service which allows customers to ride top-rated drivers with premium cars. To bring value to the new business class of uber, I think uber may tie up the price insensitive customers with the top rated drivers, though the premium service is yet to be rolled out across the world. Another possibility is that uber might start a frequent miles program with varying benefits for each class of users, just like it is in the aviation business. Should be interesting to see what uber comes up with, for the higher paying customers for same kind of trips!