True price of an Uber ride in question as investors assess firm's value

Uber must solve the problem of how to eliminate subsidies without losing customers and thereby undercutting its valuation. — Reuters

SAN FRANCISCO: What is the true cost of an Uber ride?

That simple question is often lost among the many controversies facing the ride-services company as it tries to hire a new chief executive and resolve a bitter dispute with the old one, Travis Kalanick.