[jonemo]

As someone who used the app a couple of times I am aware of that. I am talking about the public image Uber paints of itself for those not using the service yet. For example, many of my German friends only know about Uber through media coverage of "Uber vs taxi industry" where Uber is always described as ride sharing. To the uninitiated this sounds like Uber's goal is to replace professional insured certified tax-paying businesses with an app-ified version of the gypsy cab industry. More than once have visiting friends given me a strange look when I suggested using Uber to get around SF. I think Uber might be better served at winning new customers and fighting their political fights when they present themselves as a black car service with a ride sharing add-on.

[ghshephard]

I see what you are saying, but, in general, I think the aviation industry has taught us that people are pretty price sensitive when it comes to transportation. Uber is quite expensive, so the risk you run is making people think "Expensive" when they think of the Black Limousine service (which is incredibly awesome, BTW - totally appropriate for dates where you want to drink, or taking executives out to a meal).

I don't think twice about using UberX/Lyft right now - and certainly would never call a taxi in an area served by them.