Uber's sales reps convinced my company to sign up for a business account for employee travel. Soon we started noticing that advertised fares for the exact same ride were 20-40% higher when the business profile was activated. Now the guidance for employees is to always book rides using the personal profile and file for reimbursement. I'm convinced that Uber is only able to survive by scamming customers.
FWIW I used a business profile a few years ago because that's the only way to not use your uber gift balance (we couldn't expense gift balances), and didn't notice any discrepancy between personal and business rates for the base fare. Selecting "business" disables any promos, which is likely where the discrepancy is coming from.
