"UberX announced Friday that it would slash prices by 15 percent in the D.C. area, delivering yet another blow to a cab industry already struggling to compete with fares from UberX - a cheaper offshot of Uber." - Perry Stein, "UberX slashes prices in the D.C. area during slow winter months," in The Washington Post, January 30, 2015. Here is the article.
UberX's discounting of its already discount pricing is a common move in business, at least for those organizations which can afford to play that game. Amazon could, at least for years. Uber, with its more than $40 billion capitalization, can and is doing that. It can kill some of the competition. Also it can get customers into the habit of using it and it only.
Can the traditional cab industry in D.C. push back against such discount pricing through regulatory action, litigation and legislation? So far, not successfully. Stein points out that the D.C. Council didn't respond to its request to pass legislation to establish a standard on how low pricing can be.