Sounds like they need a loyalty program, so customers have an incentive not to simply take "Uber or Lyft, whichever isn't surging right now." So: UberMiles --

Sounds like they need a loyalty program, so customers have an incentive not to simply take "Uber or Lyft, whichever isn't surging right now." So: UberMiles -- earn and redeem miles when you take an Uber. And there can be Gold, Silver, and Platinum levels you earn for taking more Ubers -- at the higher levels, you could get complimentary space-available upgrades, special discounts, or insulation from surge pricing. And they could partner with a bank to market an UberMiles credit card (earn one mile for every dollar you spend), and with Hilton to offer Points&Miles™ to hotel guests. And the miles can expire if there's no account activity for 18 months. And people can rant and complain and swear they're going to take all their business to Lyft when Uber inevitably changes the miles redemption chart to become more profitable.