This is how so many data-driven companies screw their users and shoot themselves in the foot. My guess is every time Uber runs a 2-week A/B test where they give some users accurate time estimates and other users deceptive time estimates, the deceptive arm wins — many people probably compare Uber and Lyft time estimates and pick one, so lying about wait times increases the number of trips booked in the short run. But what the data won't show is that people gradually catch on to the deception over a period of months or years and lose trust in the company or the sector altogether, and use the app less or quit entirely.