I realised recently that whatever you think about Uber, they have managed to pull off an impressive marketing trick that most companies can only dream of. They’ve managed to insert their name into the English language in place of the generic name for the type of service they offer, and they’ve done it in a very short space of time. People don’t use Uber to book a taxi, they book an Uber. People think of it as a completely different type of service, when the basic utility they are getting, moving themselves from A to B is the same, and it’s mostly the same cars and the same drivers moving people around, customers are just using a different system to book their taxi. Uber themselves would debate they are offering a taxi service and have even fought court cases over it, but it seems pretty plain to me.