On-demand business maybe. But pre-arranged car service business (where majority of transactions is airport pick-ups/drop-offs) is very fragmented, and Uber is just another player there.

If you don't need on-demand availability, Blacklane.com or Limos.com are consistently cheaper than Uber Black.

And if you are okay with waiting for maybe an hour or so, Sidecar is usually a better deal for longer distances.