I really am having a hard time understanding the amount of people who've gotten weird about the pricing. You don't price a product based on anything except maximizing your revenue. UPX is not a civic infrastructure transit piece. It's a premium transportation method from Pearson to Union. You're not pricing it to maximize rides, you're pricing it to maximize revenue. If the pricing is too high to attract riders, it'll come down.
Having said that, the pricing seems to be spot-on. It's very cheap compared to a taxi/limo and and at Union you connect to the PATH. If you're at a PATH-connected hotel, or going straight to a CBD office, it's faster, more convenient, easy to clean off your e-mails while getting to the office, and you get kudos from Finance when you submit your expenses.
If you're a tourist going to the SkyDome or ACC for an event, you're again connected. If you're a tourist going to Union to catch a train, again, it's cheap compared to a taxi ride. If you're a family of 5 staying at the Royal York or Delta with plans to go to Ripley's or a concert, it's easier, as cheap, and much cooler for the kids than a taxi.
So, here's my question: what do you think the fare should be? Not what would be 'fair', but rather what do you think the target audience would perceive as good value for the product? Full disclosure: I think the fare is, if anything, too cheap. I'd have paid an extra $10. But I'm no longer in the 'value traveler' demographic, I know.