{{ r.service.company.name }} varies their pricing based on demand. The estimate here is a baseline estimate. To see how demand-based pricing would change the estimates you see here, use the Surge Pricing tool. Surge Pricing tool on the left.
The actual multiplier used when you take your trip may vary depending on time of day, the number of drivers on the road, and the number of users looking for rides.
Uber's "upfront pricing," which is their guaranteed rate, can contain a surge multiplier without warning. If RideGuru's estimate is noticeably different from Uber's proposed price, you may be looking at this secret surge pricing. Beware!