I worked directly in the space and I can tell you you're overestimating your "persona"s portion on the market. Also, why so you think that car is arriving faster for you on another app?

They're running more bonuses at timeframe, e.g. it's more costly.

The airline example is great. Because that's exactly the direction ridehailing is going. Just look at Uber rewards. At least with an airline you actually book weeks in advance. With ridehailing you're buying super close to the actual event.

Beieeve me, Uber has done one thing well and that's consumer ToM..