skyscraper101
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I believe they used to not show the drivers the route before they accepted the journey. Now they do show the route, which leads to drivers rejecting routes they don't want a lot more. The cost of rides has gone up quite a bit in London, presumably because of the increased costs. It's certainly no longer a cheap option, and they only advantage over a local cab company now is if they can arrive relatively quickly.
I suspected this may be the reason. After all, why do a pickup which involves journeying out to a remote suburb, when you'll have to double back the same distance with no passengers to the more lucrative central areas.
It's the modern day equivalent of black cabs not going south of the river.