The other thing about non-large-metro areas is that they're expensive to expand into. You need to promote Uber locally, recruit drivers, use promotions to driv

The other thing about non-large-metro areas is that they're expensive to expand into. You need to promote Uber locally, recruit drivers, use promotions to drive demand while building supply, and all of that for a not very large market. There are a lot of these not-very-large markets, and, in aggregate, they're definitely a big opportunity. But they're inherently more expensive to acquire and slow to move into. Great for a mature company -- but hard to drive rapid growth with such a strategy.