They could hike prices and as long as they were equal to, less than, or even slightly above their competition, that would probably not cause much customer churn. The more interesting way for them to hike prices would be by rolling out upfront pricing everywhere. Consumers may not notice the slight price upticks if they happen gradually enough.
In any case, they may not need to hike prices on customers. They could just increase their share from drivers. This may cause driver churn which would affect supply, but they have their ride liquidity algorithm (surge pricing) to take care of that.
The bad PR will definitely be a pain for them, but doesn't seem likely to affect their longer term success.
Besides, #deleteuber shows that bad PR has at least a marginal effect.