Free Now fares are definitely a lot higher than the others. I read a report a while back of a rock star being charged c.€40 on top of the taximeter fare for "premium services" that he neither asked for nor wanted. As a rider, Uber is always my first choice. More often than not you get a pleasant surprise with some discount deducted from the metered fare... and Uber pays it's drivers more than Free Now, significantly more for those drivers who elect to evade VAT.