They've done everything right in terms of building a brand. > seems like Uber's leadership position is at risk You could have said that about any of the ex-Go

They've done everything right in terms of building a brand. > seems like Uber's leadership position is at risk You could have said that about any of the ex-Googlers who went off to try to develop a 'better' Google. At this point, Uber have the mindshare, at least amongst everyone I know, so unless Google have a 10x improvement planned then they'll just compete in Uber's shadow like the rest.