They are doing every thing they can to avoid disclosing the price, because of "sticker shock".

That's simply shady marketing, howver effective.

On that page it shows a fare and a multiple...it would be trivial for them to show the "adjusted price".

http://blog.uber.com/2012/03/14/clear-and-straight-forward-s...

Instead, the "old price" is in a tiny font and the "new multiple" is in tripe size font.

The whold concept that by agreeing to a "multiple" is the same thing as "agreeing to a new price" belies the fact that they are not disclosing the new price.

They are leaving only the information that allows it to be inferred.