Uber to Lower Prices in San Francisco In an ongoing effort to recover from early outrage over its prices, Uber will cut fares in home city of San Francisco by 25 percent over the Memorial Day weekend.

Alluding to early outcry over its surge pricing model, the company called the discount “proof that sticker shock doesn’t have to be a bad thing.”

The discounted fare will apply to UBER Black town car service and UBERx, an economy-minded car service. Taxi fares are controlled by city government.

According to the company, the discount will make UBERx cheaper than a cab.

“With such reliable and affordable transportation at your fingertips, it’s the perfect time to finally get a taste of Fentons Creamery or plan a picnic on Tomales Bay. The whole Bay Area is your oyster: where will you go?” the company cooed in its announcement.

Tomales Bay is 58 miles away from the Inside Network office in San Francisco.