I don't think brand recognition is huge. In my city I've seen people jump from Uber to Grab to GoJek in the space of 3 years as each new entrant slashes to win

I don't think brand recognition is huge. In my city I've seen people jump from Uber to Grab to GoJek in the space of 3 years as each new entrant slashes to win market share. No one has had any trouble switching.