I don't know why car manufacturer need to re-invent things in interior.
Many people are familiar with shifting knob but now companies are introducing switches (Tesla takes it up notch in their latest cyber truck, they are putting drive switches below rear view mirror)
I would prefer for critical activities like wiper, heater where I can rely on muscle memory.
I think Uber needed such tool because they tried to barge their way in a hostile market. I think people blaming Uber for being unethical should ask question what led them to do such behavior (because of ancient government laws)
I'm not defending Uber but I think if they didn't enter market people would have never know what is it.
As you suggested, eventually Uber will have to make profit but also keep profit margin very thin not to loose customer. Their only hope could be in future most people in cities would not have their own car and rely completely on ride sharing. This massive increase in ridership should help them to make money.
Many people are familiar with shifting knob but now companies are introducing switches (Tesla takes it up notch in their latest cyber truck, they are putting drive switches below rear view mirror) I would prefer for critical activities like wiper, heater where I can rely on muscle memory.