I think its more related to "commoditizing" than just aggregating.
E.g. if you can commoditize the demand size to a single standard unit (and then have demand to back it up) that's miles stronger than commoditizing the supply side.
In this example it seems to refer to GM having the supply ready, but absolutely failing to find the commodity standard and demand base to grow forward.
Still kind of confused with the jargon (what then does commoditizing demand versus supply mean?)
But to be honest, what I think this all boils down to is that GM created a service that was not high in demand. IMO car sharing just isn't that high in demand as ride sharing.
E.g. if you can commoditize the demand size to a single standard unit (and then have demand to back it up) that's miles stronger than commoditizing the supply side.
In this example it seems to refer to GM having the supply ready, but absolutely failing to find the commodity standard and demand base to grow forward.