You can trust me on this one, as I've seen this process in the past in this kind of company and from the right vantage point: it stopped at "is it bringing us m

You can trust me on this one, as I've seen this process in the past in this kind of company and from the right vantage point: it stopped at "is it bringing us more revenue within the strategy we outlined for the next X years?". Uber has all the resources needed to implement this, they don't need to outsource, they don't need to commission studies, they have all they need upfront because it's the same skills and resources that make them money now. If they saw an opportunity they wouldn't have left money on the table.