There is no way for a smart contract to form an objective consensus about events that occur external to a block chain.
Besides there rates will need to be set by a consensus of drivers. If you haven't noticed, it is the drivers who are destroying Uber.
All voting is a power vacuum that fails due to the
Iron Law of Political Economics.
This press release is bullshit with no adoption and is merely to sell more ETH tokens to fools.
Augur and Slock.it and 99% of the apps/contracts announced for Ethereum are so flawed they can never work.
Erm... If the app keeps track of drivers journeys and is based on a contract that issues arcade city tokens (based on journey completion, rate and mileage), then driving is effectively mining for arcade city tokens which translates to a share of the company.