This doesn't seem any different than the known behavior of online merchants (particularly airlines in my experience) of listing different prices based on what they can infer about the user, or than a mechanic quoting an artificially high price to someone who seems less knowledgable about what's actually required (Seinfeld has an episode touching on this, blanking on which one).
That said, I have noticed that, the rare times I Uber to work (I work in a pretty big corporate office space), if I enter a nearby Target as my location, my price is often notably lower. This happens with Lyft as well. It's hard to tell if this is just timing based (sometimes just re-requesting fares to the same destination has a similar effect).
That said, I have noticed that, the rare times I Uber to work (I work in a pretty big corporate office space), if I enter a nearby Target as my location, my price is often notably lower. This happens with Lyft as well. It's hard to tell if this is just timing based (sometimes just re-requesting fares to the same destination has a similar effect).