I think that to a large degree, Uber is competing not against taxis/other ride shares, but against "taking my own car." Most Americans -- even urban ones -- ha

I think that to a large degree, Uber is competing not against taxis/other ride shares, but against "taking my own car." Most Americans -- even urban ones -- have the ability to drive themselves. And at that point you aren't competing against a firm other cost, but against a squishy composite of "parking cost + annoyance of driving myself + value of being able to drink without worrying about driving home."