They're attempting to advertise lower prices than they're charging. If they want to advertise real rates and provide an itemized break down of fees on demand I'd be happy to see the increased transparency. Fees unmentioned until the last moment are designed to leverage people's sunk cost fallacy and say "Well, I'm already so close to booking a ride I might as well."

This is in no way a move to increase transparency and, uh, fuel doesn't have a flat per ride cost anyways. If I book a three thousand dollar uber to take me from LA to NYC it apparently uses just as much fuel as getting an Uber to the bus stop down the road from me.