[badusername]

Exactly the opposite seems to be true. Uber had a presence in the keynote today with a way to ride without ever creating a login, which should enable lot more people to use the service. If you thought that the advantage Uber had was mostly was in minimizing payment friction, that would be pretty wrong.

[panabee]

It would be pretty wrong. Which is why that wasn't the statement. :) Especially for services like transportation, which are commoditizing faster than they're not, removing the need to create accounts and enter credit cards increases consumer willingness to try alternate services. For example, if an aggregator shows a Sidecar 2 min away and an Uber 10 min away, Apple Pay now makes it vastly easier for an Uber customer to try Sidecar for the first time.