I thought it was somehow tied into the hipster-foodie thing, like you'd get charged $15 for a 50 cent banana if it was delivered to you by some precariously employed scooter driver swaddled up like the baby Jesus.

Perhaps it's my unadventurous lifestyle, but I have never found myself in a situation where I so urgently needed a posing pouch that 'Uberising' the industry would have helped me out.