And by the clever move of pitching itself as ride sharing between casual users, don't forget. If they were offering "call a taxi" from the start, the outcome may have been very different. People still say "call an Uber" and not "call a taxi with Uber".
Airbnb did the same thing: Lie that their business was merely about providing a few bucks to people with a spare sofa in their house, rather than what it really was: Enabling setting up illegal hotel businesses.
