Comment by llbbdd

The whole thing end-to-end is the ride service though. The interface is the differentiator that made Uber popular and forced traditional taxi providers to compete for once. There used to be tons of anecdotes about "the card reader being broken" in traditional taxis, because they dodged taxes by only accepting cash. Exposing the whole process through an app and handling your billing outside of the car made tactics like that less useful. Taxis thrived on hidden information games and obligation; Uber doesn't remove that entirely but the playing field is more level.