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They are expanding into new markets, different customers. That goes a long way to explaining the increased complexity of pricing and options.



I get it -- but it undermines their brand value, which is all they have. I avoided taxis because it was a high-friction transaction. Uber has been great because it is very, very low-friction. But they've introduced enough friction that I tried Lyft for the first time, which is a pretty bad sign. Also it's a lot easier to find drivers on Lyft anymore while Uber is on surge pricing half the time anymore...




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