It depends on the value vs the difficulty of doing something vs the returns. For example selling CPUs to Apple is clearly great because they add so much value

It depends on the value vs the difficulty of doing something vs the returns. For example selling CPUs to Apple is clearly great because they add so much value over what Intel have done themselves. How hard is it for Tesla to build their own Uber for example - they have said they will allow you to do part of this at least so far right? I'm just trying to think of a world where Uber don't win guaranteed. It's definitely me thinking out loud and I've been wrong before :^)