I was talking with my son the other night about this. Something sort of hit me, this is really another big experiment on Disney's part. So far we've seen the introduction, expansion, and now two rate increases. Disney obviously has more cost in these MV since the drivers are Disney employees and they are driving a Disney vehicle.
I'd say these have been a big hit for many people, this rate increase is a way to (a) curb the use somewhat and (b) pay for the expansion of the fleet and drivers. Consider all the other price hikes, this really is inline with those. This whole thing is still an experiment though, just like the experiment with Express Transportation who knows how long it will last.
I can't see them ever banning Lyft/uber, but I don't think we'll ever see those ride share services get access to the up close drop-off spots like the MVs. I have to give kudos to Lyft though, its a smart partnership.