Credit cards are near the bottom of the value stack. Uber, Apple, et al are built on top of that and need to pay the credit card transaction fees, which means t

Credit cards are near the bottom of the value stack. Uber, Apple, et al are built on top of that and need to pay the credit card transaction fees, which means they need to charge X% more than 2-3% to keep any money for themselves. You could argue that their chosen X% is too high relative to their value add, but any competitor will definitely need to charge more than your proposed X=0.