I agree that reciprocal doesn't really describe it. Perhaps the concept they were trying to get at is that sharing suggests everyone involved is getting the sa

I agree that reciprocal doesn't really describe it. Perhaps the concept they were trying to get at is that sharing suggests everyone involved is getting the same thing in some way. If I share a ride with you, it's because we're both going the same way. What's actually happening with uber is we each want something different. They want my money, and I want to be taken somewhere. It is, however, an highly successful branding exercise.