Exactly. Making services to compete with Uber may not be trivial, but it's not capital-H Hard either. After Uber and Lyft left Austin (thanks to a law requiring

Exactly. Making services to compete with Uber may not be trivial, but it's not capital-H Hard either. After Uber and Lyft left Austin (thanks to a law requiring fingerprinting and background checks for drivers), a bunch of competitors suddenly appeared. Currently, Uber and Lyft have two ways of keeping the other competition down: brand name reputation and operating at a loss to price competition out of the market. If they jacked up prices, all they'd have is the brand name thing -- and that's not a very durable advantage if the price differences are big enough.