I'm still unconvinced that Uber's market is one where the first mover has much of an advantage. What prevents those with more marketing and logistics resources

I'm still unconvinced that Uber's market is one where the first mover has much of an advantage. What prevents those with more marketing and logistics resources from sitting back and waiting for Uber and Lyft to force the social/legal change that creates the industry before entering the market themselves? Right now, the deep pockets want nothing to do with that business because the future is uncertain and there's a large liability risk. One of many probable ends for Uber and Lyft is being sued out of existence ala Napster. But if Uber succeeds in proving the market, competitors will follow. What does Uber have that's hard to match? Their technology can be replicated by those that know how to build software. Their drivers will bolt to any competitor that will pay them more. Their customers will bolt to any service that's cheaper. Without some sort of network effect, they'll either fail in their legal challenges or they'll find themselves in a race to the bottom and see their margins evaporate. Worse yet, they could see themselves competing against companies that can bolt the Uber revenue source onto their current product. Facebook Transport, which leverages your network of friends for stuff like trusted reviews from people you know. Domino's ToGo...a ride home and a pizza. Amazon Local Lift...handle your grocery shopping on your way home. And that's not even considering if Google gets to self-driving cars first and decides to compete rather than license/sell the technology to Uber. At the moment, Uber and Lyft feel like the penguins that gets pushed into the water to test whether there's a Shark or Whale nearby. They're either going to get eaten, or everyone else is going to follow them into the water.