It's no surprise to anyone who has read "The 22 Immutable Laws of Marketing". Once you establish yourself as the solid #2, your market share tends to grow as yo

It's no surprise to anyone who has read "The 22 Immutable Laws of Marketing". Once you establish yourself as the solid #2, your market share tends to grow as you distance yourself from the also-rans and also establish yourself as the alternative to the market leader, in this case Uber. (The law of Duality).