I too have noticed that Uhaul is now paying for winch outs and agree it was a good move on their part. Too many times when a customer would call for a recovery/winch out, they wouldn't want to pay so they would "call a buddy" with a pickup and a chain. We all know how tragic that can end at times.
Had one a couple years ago where they yanked and ripped on it with a pickup and tow rope till it broke loose only to lose it down the muddy hill, through the trees and on its side. The pickup ended up off the other edge, into the side of the house that they were just moving into. All because they didnt want to pay me for the original winch out.