Ok, I concede that there is a high startup cost to signing up drivers and marketing to new customers. But arguably, Uber has paid the highest price by being fi

Ok, I concede that there is a high startup cost to signing up drivers and marketing to new customers. But arguably, Uber has paid the highest price by being first mover, allowing competition to follow behind and access this "social infrastructure" much more cheaply. As an example: Every Uber driver knows about Lyft (and other competitors) and is willing to drive for them if they pay better or offer more volume.