[hectorr]

I think it has a lot to do with the app. It's more about getting out than getting home. Sure, taxis are usually available if you're out in a town, but anyone who's ever tried to call one to pick them up from home on short notice is often going to be annoyed with the quality of dispatcher service. Even if the dispatcher is great and the taxi arrives quickly, anyone who has had a bad experience before will be anxious given the lack of reliable information. The ETA with a map is a huge factor in improving the experience.

I also wouldn't overlook the novelty factor in the idea gaining traction. It took a mundane process (calling a dispatcher) and made it sleek, hip, and fun. Especially in the early days, when you'd meet a lot of diverse drivers, not just professionals. This made a huge difference in making Uber a 'thing', not just a marginally improved commodity service.