If Uber isn't the first to fully-autonomous, some other company will come about (maybe an extension of the company that creates the autonomous technology) and c

If Uber isn't the first to fully-autonomous, some other company will come about (maybe an extension of the company that creates the autonomous technology) and create their own Uber app and offer rides for cheap, on a scale that Uber couldn't compete with human drivers. Users are not loyal to a particular ride-sharing app. It's incredibly trivial to switch, and if the new hot autonomous company can offer rides for half the price of Uber, users will switch.