Their app was the only differentiator. My local Scottish towns taxi company has an app that is feature complete for everything needed (granular location on me a

Their app was the only differentiator. My local Scottish towns taxi company has an app that is feature complete for everything needed (granular location on me and driver, call through to driver or visa-versa, auto payment, specify private or business (auto generate receipt if business) etc etc. That doesn't and has never required a multi $billion wedge driven into gap in the market. The whole idea that it needed a single monolith to spark change was a nonsense.