Because "taxi" is very bad branding. As a test, casually ask the young Uber driver in the Prius how he likes being a taxi driver. You might get some visceral re

Because "taxi" is very bad branding. As a test, casually ask the young Uber driver in the Prius how he likes being a taxi driver. You might get some visceral reactions. If Uber were thought of as "taxi", things would start to unravel for them.