That’s the billion dollar question. Uber chose to commoditize their drivers from a very early stage. This made sense when most of the drivers were actual ride shares and amateurs. As the driver population professionalized, I do wonder if Uber missed a bet to move from being an aggregator to being a platform. In the Azores, taxi drivers will hand you their card and build a relationship with you. Is there room in US cities for more specialization than UberX vs Uber Black? I don’t know, but I think it might have accrued more durable value to the Uber ecosystem if they had let the drivers build differentiated personal brands.