[keenmaster]

>subsidized enough by investor cash

Investors have no reason to subsidize costlier transportation modalities that customers may not even prefer half the time. As for the verbiage, I don’t think self-driving car subscription services will brand themselves as taxi fleets. They will replace the vehicle that you own and that sits on your driveway 97% of the time (that’s a general “you”). However, Americans like the feeling of ownership over their vehicle. The name of the service should take that into account.