[bdcravens]

Uber is the leading firm in a growing market with network effects.

MySpace was also the leading firm in its industry.

In Houston I've seen a lot of cabs with some app advertised on them - Hail a Cab or something like that. Actually painted (or maybe long-term decal lettering) so it's obviously embedded somehow in the industry. Eventually you'll see firms with pre-existing relationship take advantage of the business model.