If utilitarian ethics are better than deontological ethics, then you're right. But it's hard to value one system over the other. I'm guess Marco is acting on principal here, and not on greatest good for the cause.
For 'Series A pitch decks are longer than seed decks' graphic, the 18 slide deck should really be more aligned with the 5th slide, to get a truer sense of proportion.
It seems like it's too hard to solve "who needs it" without employing some flawed metric like money. But I'm not sure there's any better solution.
$200 would dissuade me, in situations where $20 wouldn't (unless I was in a heavy bind). This isn't true for everyone, but it seems to work well in the middle.
I think Uber did nothing wrong, but maybe they need to work on how to not be perceived as assholes, they could have had customers queue up for lower prices, and specify their need, and worked through the queue judging each persons priority (but maybe you'd have even more angry folks).