Why Didn't Sidecar's Flex Pricing Work?
I live in Seattle, and nobody I know here has significantly changed the way they think about getting around in the city, as a result of Uber or Lyft. Of course it's more convenient to open an app on your phone and press a button to summon a driver, than to call a taxi company and wait on hold until an operator picks up. And it's reassuring to see a little dot moving across a map on your phone screen showing you how far away your Uber driver is, instead of staring out the window and wondering when your cab is going to arrive. But on price, UberX and Lyft are about the same price as a taxi or less (UberX being the cheaper version of Uber), and sometimes more during "surge pricing" periods. It sounds hip to drop a reference to "taking an Uber" instead of taking a cab, but when cost-conscious people need to get somewhere, they still drive themselves or take a bus, just like they always have.
So I was noodling about writing an article suggesting that a ride-sharing company should try to grab all the market share by implementing a "set-your-own-price" model, which would allow drivers to name their own price for how much they would charge to take a rider from A to B. I even had a specific company in mind: Sidecar, sensitively referred to as the "forgotten stepsister" of Uber and Lyft, should up-end the came and challenge the titans by undercutting them on price. My reasoning was simply that if I want to travel from my house to a location 30 minutes away, a cab might cost $30. But if anybody close by (with a reasonably modern car and safe driving record) can compete on price to take me on that trip, I could probably find someone willing to do it for $10. And with Sidebar not being able to compete with Uber and Lyft on funding or marketing, what have they got to lose by trying a game-changer?
So, beginning of an article sketched out in my head, only to find... that Sidecar has been doing this since February. And nobody noticed. Well, apart from some guy named "Richard Branson", but he hasn't been getting the word out. (All right, be honest: If I hadn't told you that this was an idea backed by Richard Branson, and went with the original article saying it was just my suggestion, would you already be composing comments in your head about what another half-baked Bennett Haselton idea this was?)
So why didn't it change everything? Why do none of my friends talk about "grabbing a Sidecar" to downtown or to the airport?
Well, trivially because there are fewer Sidecar drivers than Uber or Lyft drivers, but that just begs the question: Once a preferable (cheaper) option existed in the form of Sidecar, why didn't more users start trying it out, which in turn draws in more drivers to serve those greater numbers of users? This is the standard textbook economic prediction of what should happen. And while the real world doesn't always follow textbook economic predictions, it's a little surprising to see the reality this far off in this case. A competitor offered a service 50% cheaper than the leading brands, and nobody noticed.
Driver-set pricing has another advantage, which is to blunt criticism of "price-gouging" during periods of high demand. Economists have long puzzled over why Apple and Microsoft don't charge more for their new gadgets, since as long as people are lining up to buy out the stock, sellers could raise the price and still be assured of selling out completely. Various theories abound, including that the act of raising prices would create too much resentment that would cost the company more in the long run. This seems to be the case with Uber, which has long been the target of sarcastic jibes about its "surge pricing", and which was charging four times its standard rate to transport people out of Sydney during a hostage crisis, before the company reversed course after an outcry and offered free rides to passengers trying to leave the city.
Now, most economists would say that raising prices during periods of high demand is what suppliers should do, for various reasons. First, you're going to be providing the good/service to somebody, so by providing it to the people willing to pay the most, you are at least making an effort to provide the service to the person who needs the most. Second, the widely publicized high prices will draw more suppliers into the marketplace to meet the demand, which helps bring prices back down (the standard "surge pricing" notification in the Uber app tries to make this point: "Rates have increased to get more Ubers on the road"). That means even if you're an altruist who planned on burning all the money that you got from driving during "surge pricing", you're still doing more good for the world by charging the highest rate the market will bear. (If you're still feeling guilty about all that extra money, you can donate it to charity rather than "donating" it to your customers by offering them below-market fares.) But I've never heard of a company successfully fighting off charges of price-gouging, by making the economic argument that they were doing the right thing. Usually they just don't engage in a discussion at all, or they cave like Uber did.
But with driver-set pricing, companies could say that they have nothing to do with the sudden price hikes. That's your driver gouging you! And then the driver could justify it to the rider by explaining -- truthfully, in at least some cases -- that they were in the middle of doing something else, when they suddenly got the alert that they could make extra money by providing rides, and it was only because of the high price point that they could justify interrupting their work to come out and drive. By putting it in these personal terms, the drivers would essentially be imparting to their riders the aforementioned economic lesson, the one that no company has ever tried to explain to its customers when it's the company itself jacking up the price. (Although, I expect this would create a new running joke about ride-share drivers: during surge pricing, everybody claims that they stopped whatever else they were doing and came out to "help meet demand", even though some of those drivers must be liars who were already out on the road when the surge hit.)
But in most cases, driver-set pricing would be cheaper than the standard fare set by Uber or Lyft. So why didn't the cheaper option take off? Maybe Sidecar underestimated the disadvantage of only being rolled out in 10 cities -- because Uber and Lyft are deployed in far more markets, they also get name-dropped in vastly more news stories and pop culture references, so even Seattleites won't know what Sidecar is if they only hear about ride-sharing services on TV. Maybe people taking Uber and Lyft rides are consciously or subconsciously trying to be trendy, and there's no point in using the less popular alternative. (Hipsters, on the other hand, now there's a marketing opportunity -- "I'm using this really obscure ride-sharing app, you've probably never heard of it...")
But I think the simpler answer is that the free market is just not the meritocracy that people think it is, or that it's portrayed to be in textbook economic exercises (which would predict that Sidecar should have captured 100% of the market by now). People use what they've heard of, and if a critical mass of influencers happen to talk up a particular product or service at the same time, that gets the snowball rolling, so that still other users will be attracted to the product or service because of the large numbers already using it. Whether the product is objectively "the best" has little to do with the outcome. In a plausible parallel world, Sidecar could have captured more of the initial buzz purely by accident, and led the pack with its flex-pricing model, and now we'd all be talking about Richard Branson's brilliant move that "shook up the industry."
It didn't work because they didn't get a Slashvertisement soon enough.
Squash
I did not click on "read more" to read what Bennet has to say.
No one wants to read this much about a service that didn't work by Benny Horribleton.
Their celebrity endorsement from Bennett Haselton came too late.
Filter error: You can type more than that for your comment.
Look ... will you assholes either make him a fucking editor and give us an exclusion for the fucking crap which comes out of Bennett ... or stop fucking posting this goddamned fucking crap to the fucking front page.
You useless cocksuckers.
How much profanity and rage do you want to see expressed in every mother fucking story written by this self aggrandizing fucking douchebag?
Fuck you dice. Fuck you Samzenpus. Fuck you every editor who posts one of these fucking useless fucking Bennett Fucking Haselton fucking stories.
Fuck you you fucking fuck.
Perhaps this will be an interesting article.
Oh noooo! Fuck shit arse! It's Bennett fucking Haselton yet again!
Just link to goatse or tubgirl with Rick fucking Astley playing in the background, so that I know that you're just fucking with me, Slashdot.
From the wall of text with no substance.
I live in Seattle, and nobody I know here has significantly changed the way they think about getting around in the city, as a result of Uber or Lyft. Of course it's more convenient to open an app on your phone and press a button to summon a driver, than to call a taxi company and wait on hold until an operator picks up. And it's reassuring to see a little dot moving across a map on your phone screen showing you how far away your Uber driver is, instead of staring out the window and wondering when your cab is going to arrive. But on price, UberX and Lyft are about the same price as a taxi or less (UberX being the cheaper version of Uber), and sometimes more during "surge pricing" periods. It sounds hip to drop a reference to "taking an Uber" instead of taking a cab, but when cost-conscious people need to get somewhere, they still drive themselves or take a bus, just like they always have.
So I was noodling about writing an article suggesting that a ride-sharing company should try to grab all the market share by implementing a "set-your-own-price" model, which would allow drivers to name their own price for how much they would charge to take a rider from A to B. I even had a specific company in mind: Sidecar, sensitively referred to as the "forgotten stepsister" of Uber and Lyft, should up-end the came and challenge the titans by undercutting them on price. My reasoning was simply that if I want to travel from my house to a location 30 minutes away, a cab might cost $30. But if anybody close by (with a reasonably modern car and safe driving record) can compete on price to take me on that trip, I could probably find someone willing to do it for $10. And with Sidebar not being able to compete with Uber and Lyft on funding or marketing, what have they got to lose by trying a game-changer?
So, beginning of an article sketched out in my head, only to find... that Sidecar has been doing this since February. And nobody noticed. Well, apart from some guy named "Richard Branson", but he hasn't been getting the word out. (All right, be honest: If I hadn't told you that this was an idea backed by Richard Branson, and went with the original article saying it was just my suggestion, would you already be composing comments in your head about what another half-baked Bennett Haselton idea this was?)
So why didn't it change everything? Why do none of my friends talk about "grabbing a Sidecar" to downtown or to the airport?
Well, trivially because there are fewer Sidecar drivers than Uber or Lyft drivers, but that just begs the question: Once a preferable (cheaper) option existed in the form of Sidecar, why didn't more users start trying it out, which in turn draws in more drivers to serve those greater numbers of users? This is the standard textbook economic prediction of what should happen. And while the real world doesn't always follow textbook economic predictions, it's a little surprising to see the reality this far off in this case. A competitor offered a service 50% cheaper than the leading brands, and nobody noticed.
Driver-set pricing has another advantage, which is to blunt criticism of "price-gouging" during periods of high demand. Economists have long puzzled over why Apple and Microsoft don't charge more for their new gadgets, since as long as people are lining up to buy out the stock, sellers could raise the price and still be assured of selling out completely. Various theories abound, including that the act of raising prices would create too much resentment that would cost the company more in the long run. This seems to be the case with Uber, which has long been the target of sarcastic jibes about its "surge pricing", and which was charging four times its standard rate to transport people out of Sydney during a hostage crisis, before the company reversed course after an outcry and offered free rides to passengers trying to leave the city.
Now, most economists would say that raising prices during periods of high demand is what suppliers should do, for various reasons. First, you're going
For all your useless bullshit needs.
http://www.acetonestudio.com
Uber has great marketing
Lyft has OK marketing
Sidecar has shit marketing
That's it.
What does Bennett get out of this that makes it worth the immediate hate he gets for every thing he posts? I assume he is paid for his entries, but is it really enough to have this black eye on his resume for the rest of his life? I mean really, how awful would it be that every time a potential employer Google's your name they turn up a ton of results detailing just how much you are hated and how half backed everything you say is.
I don't get why he keeps posting.
Why is an opinion column being presented as "news"? There's nothing here to suggest that any research or study has been done, it's all Mr. Haselton's opinion of what he thinks is happening. Either stop branding yourself as "News for Nerds", or stop running opinion columns under the guise of "News".
What an idiot. He spells out the whole thing but can't see the big picture. Sidecar is hampered by a lack of drivers. Drivers are making more money on Lyft and UberX, so that's where they go. And those companies also have better marketing departments so they get more business. It's really not that complicated.
My life is more important than saving a few bucks by allowing a stoned 16-year-old to drive me around town in a rainy night.
I'm done with this website.
This used to be a Slashdot, news for nerds. Not Bennett's Blog.
Who the fuck is this guy, why should we fucking care ?
Goodbye and fuck you Dice.
The only good think about this Bennett Haselton post is that it gives us a break from the HughPickens.com posts.
This place is going down the shitter quick-like.
Seriously, Bennett doesn't like a lot of things, we get it. What we also get is that he hasn't learned how to concisely express his views in the form of a Slashdot comment. So instead we get these obtuse walls of text. Please Dice, Slashdot, whomever. Stop these posts. They're hurting whats left of this site.
This company you've never heard of, probably failed because you never heard of it.
*slow clap*
Shut up, Bennett.
Some of your questions and posts are interesting, and I'd like to read discussions about them, instead of just hate-ons triggered by your name. (It's too much to expect that all the hater/bullies will get banned: they'd just post as AC.)
Long time reader of slashdot, never post though. But really why does this chap have an article posted to slashdot so regulary? In an internet world full of blogs and such, I dont come here to read his "opinion" articles. If I wanted to do that i'd go to his website, i'm here for news!
>> Why Didn't Sidecar's Flex Pricing Work?
Because they hired Bennett Haselton to promote it, and the target audience died of thirst waiting for BH to finish his pitch.
Now, most economists would say that raising prices during periods of high demand is what suppliers should do, for various reasons.
In the UK, a few years ago they had a "petrol strike" where drivers refused to transport fuel to petrol stations. Panic ensued. One owner of a petrol station who still had fuel left decided to double the price.
Three days later the strike was over. Two months later, the station closed down, bankrupt.
the resignation over to yet anoteher that should be JOIN THE GNAA!!
The taxi service in my area has had tracking of the cabs for a while and the ability to get a cab with an app for a very long while. The wait on the phone is not long at all. I am not in an area where cabs are used a lot, but sometimes a cab is better than a bus or driving.
I specifically use cabs because of lack of surge pricing. There have been times when I have had to get home at midnight, and it good that i can just take a cab and not get gouged. If one want to show appreciation, tip better.
In some ways I see these ride buying service as Walmart. Come in, chage less to drive out others, then raise the prices and the consumer is at the mercy of an unregulated monopoly.
"She's a scientist and a lesbian. She's not going to let it slide." Orphan Black
ON TOPIC POST FOR A BENNET HASETLON POST - PLEASE MOD DOWN
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I know someone, above, said "Hey idiot... it's about the lack of drivers!" I'm not going to even attempt to speak to that, because I don't know enough details to know if Sidecar's business model would attract "enough drivers" or not?
Off-hand though, I do know I've taken shuttle buses before where the driver only accepted cash and charged around $8 to drive me to an airport from a hotel, and he didn't have more than 1 or 2 other passengers when I got on the bus. So that tells me that yes, some people will gladly drive you around for lower rates than are charged by a typical taxi service or Uber.
I think one of the big obstacles to a Sidecar type business might simply be the fact that you're expected to essentially "make an offer" for what you'll pay. If you advertised a fixed rate that was clearly almost 50% lower than the competition -- it would probably do a booming business (provided it was advertised sufficiently, etc.).
I know where I used to live, several restaurants experimented with a "pay whatever you like" program for food, and truthfully? A large percentage of people who'd otherwise eat there avoided it while they did that. I think that's because, by and large, Americans are adverse to haggling/negotiating on prices. Sure, we have a culture that expects it'll happen on BIG purchases like a car or a house -- but for the "every day" stuff, not so much. (Even with cars, people are flocking to the "no haggle/no pressure" pricing models.) Even with something as simple as hiring a babysitter for a couple hours, people are always hesitant when the sitter says, "Just pay me whatever you think it's worth." Will you offer too little and offend the person, or cause them to prefer not to work with you in the future? Will you pay more than most people, essentially ripping yourself off?
Now add the fact that with a need for a ride someplace, you're probably in a compromised position. This isn't like going out to dinner where ultimately, you can just take it or leave it. You probably have a real NEED to get someplace by a certain time deadline. The last thing you want is to be late, simply because you didn't offer enough money vs. the next guy for a ride and got ignored.
Can't this torrent of words be summarized into key points? This stream-of-consciousness, Kerouacian text has some sort of point hidden inside it, but who wants to try to find it? This whole thing could have been done in a paragraph or two.
Since BH's posts usually turn into learning moments for same I will cut to the chase. Bennett, it's because a good idea on paper doesn't always translate to the real world. Logic can only take you so far and really has little to do with consumerism. Now, go look up all the topics and keywords from this thread so you will learn something else new about the real world.
How much of a masochist are you, Bennett?
Do you salivate in anticipation of the comments sections you're going to get?
"Yeah I'm in for some REAL hardcore abuse today, uuuuuuuuuuunh"
1) The amount of hateful comments they generate is more activity than Slashdot gets otherwise, Dice doesn't care that it's all negative. Views are views.
OR
2) Bennett pays to promote his posts because he needs the audience for his poorly thought out rants.
Has to be one or the other.
I think the problem is the time-cost associated with setting up the logistics.
If I'm driving somewhere in 10 minutes, and someone shows up at my house and wants to give me $10 to get him close to where I'm going, I _probably_ say yes.
If I have to negotiate an app as I'm getting out of the shower, have a bunch of false launches, and then have a guy offer me not nearly enough money to go further out of my way than I would ever want, to, I stop using the app real quick.
I started to read the article but it did not come to a point. There are not even links to some relevant research or other interesting articles.
Why is this piece of utter crap on the front page of my beloved Slashdot???
What is happening to the world?
Why??? Hasn't he wasted enough of our time?
"[Humongous block of text...] But I think the simpler answer is ..."
Couldn't you have just deleted that and everything prior, and saved a lot of man-hours spent reading this so-called article?
lawl, he thinks consumer purchases are exclusively inextricable to the objective merits of a product/service, and results are a direct reflection of said merits
allow me to break that illusion:
"apple"
"First, you're going to be providing the good/service to somebody, so by providing it to the people willing to pay the most, you are at least making an effort to provide the service to the person who needs the most."
Did samzenpus just equate the amount of disposable income to need?
Slashdot's editor team knows that the "audience" here hate Bennet Hasleton's continued long winded drivel, yet they keep posting his stuff regularly.
This yet another clear sign that Dice and Slashdot do not care about their "audience", continuing off from the Beta debacle.
Just keep ignoring your "audience" while expecting viewership to increase. Yeah, that will happen alright ...
2bits.com, Inc: Drupal, WordPress, and LAMP performance tuning.
its about the clear abuse of slashdot by this one person trying to use the site as their personal blog.
Slashdot itself started as Rob Malda's personal blog.
If people want to read his stuff, there is a section in the site under the user name that allows him to write his crap, and his friends to see his crap.
And for each journal entry, there's an option to post it as a submission. Or do Bennett's journal entries skip the submission queue?
It didn't work because drivers quickly realized they would be forced down to the lowest price that someone was willing to pay, and they can make more working for Uber.
Now that only drove up Bennett's click count. I guess commenting only drives up his comment count, too.
Oops.
But I just can't help myself. I have to click so that I can comment, and I have to comment so that I can bitch about what a shitty writer Bennett is.
One day I'll have to write a greasemonkey script to filter Bennett Haselton out.
They don't grade fathers, but if your daughter's a stripper, you fucked up. --Chris Rock
It didn't work because the implementation failed the end user. I'd used Sidecar many times here in SF as they were a little bit cheaper than Uber. But then they started allowing driver to bid on rides and often the prices were now higher than Uber. Worse was that every time I choose a driver from Sidecar bid list where the cost seemed as good as Uber that driver was suddenly no longer available. After this happened a handful of times I just went back to Uber and gave up on Sidecar.
Can we stick to "News for nerds", please?
There's no -1 for "I don't get it."
Taking a moment out of my busy day to help the community--
Bennet you're a stain left over from a douching session during a yeast infection. Pleasant, eh?
Won't read. Would make offensive comment again.
Captcha: kindest.
Looks like he's editing his own wikipedia article. Why is this guy noteworthy enough to have a wikipedia article?
Help! I'm a slashdot refugee.
I still visit /. occasionally. The last two times, it was to find a Bennett Haselton article. Just to add fuel to the fire: have you read Bennett's Wikipedia page? I do believe he wrote it his very own self.
I think I'm going to stick to Soylent in the future...bye bye again, /., it wasn't nice coming back...
Enjoy life! This is not a dress rehearsal.
Yeah! you tell'im, mister!
Ugh, the lack of knowledge regarding economics in this article is shocking. I won't hit all of the issues, but these two stood out:
Economists have long puzzled over why Apple and Microsoft don't charge more for their new gadgets, since as long as people are lining up to buy out the stock, sellers could raise the price and still be assured of selling out completely.
I don't know what "Economists" are being referred to, but no one I'm aware of puzzles over this. Electronics such as phones and game consoles are a highly competitive market. Sure, people may line up at release to buy an XBox, but a game console has a multiple-year life cycle and the lines only happen the first week at release. MS is playing the whole life cycle, and people are not lining up to buy game consoles during it's several years of life. Same with iPhones; a new release may have people line up but that's simply the passionate early adopters; the iPhone is an ongoing family of products with new releases over time; raising the price may be nice to consider on a new release but the long term damage to the brand/family of products could be existential. Economists do take this into account by removing time from their models and aggregate demand across a product life-cycle, or take into account surge interest in time-based models and use a moving average over time to reference real life data.
Now, most economists would say that raising prices during periods of high demand is what suppliers should do, for various reasons.
Yes, and they wouldn't do it the way it's described in this article. The answer is even mentioned in the article without even realizing it: it's because customers don't know Sidecar exists! So the problem is that consumers simply do not have perfect information, which is both normal in nearly every market and also extremely hard to rectify. Good economists can actually model imperfect information on the part of the consumer and make predictions on what would happen, such as exactly why Sidecar is not as successful.
This article attempts to explain a highly complex market with basic economic theory you learn in a beginning microeconomics class, but no one in their right mind would even consider the assumptions made.
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How about considering a radical new idea: where instead of amateur drivers who are probably not covered by their insurance companies to provide commercial taxi services (which is what Uber et al are doing) how about a system that uses professional drivers with the appropriate insurance cover? A bit more expensive, but a lot more peace of mind.
PLEASE MOD PARENT DOWN PROLIFERATING RAMBLING SLIGHTLY INCOHERENT ONTOPIC DISCUSSION FOR BENNETT HASELTON CONTRIBUTIONS HAS BEEN KNOWN TO CAUSE SUDDEN JIHAD SYNDROME IN SOME INDIVIDUALS. THIS IS REAL RISK HERE, PLEASE MODE PARENT DOWN.
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No thank you.
How does this actually happen? http://i.imgur.com/lkt91ge.jpg
How can i assist
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you waste of fucking space
Political debates have me rolling my eyes so much I think I got optical whiplash. I should sue. - Foamy The Squirrel
Shouldn't a list of all items tagged "bennett" include all the items tagged "bennett"? or is there something I'm missing about tags?
i click on 'nomorebennett' and it gives me the current story 1 item list -- http://i.imgur.com/lkt91ge.jpg
i dont know. i dont understand how that's even up there really.
I hate to give any answers when Bennett has already provided several pages of answers to his own question, but...
It failed because success has nothing whatsoever to do with the business model, or economics, or novelty, or any of the things that people traditionally tell you matter. It failed because someone else had a similar product but with better marketing. The hype drove that industry, not issues of economics or convenience. Once Uber become the fashion then everything else was destined to lose.
Well, trivially because there are fewer Sidecar drivers than Uber or Lyft drivers, but that just begs the question: Once a preferable (cheaper) option existed in the form of Sidecar, why didn't more users start trying it out, which in turn draws in more drivers to serve those greater numbers of users?
Seriously? Begs the question? On this site? What the hell is wrong with you? Just further proof that you are quantity over quality in the writing department.
You suck Bennett, please just fuck off and crawl back under whatever rock you came out of. You're not important and from what I can tell, you have never done a single thing that actually warrants any kind of respect. You wikipedia page reads like a kid who setup an lemonade stand.
"Bennett started a lemonade stand when he was 5. He was so successful he was able to open a franchise for his brother. They then setup a meeting to discuss the ramifications of their success on the working class. Upon their insights, Bennett chose to retire while his business was still seeing massive profit gains, going from $2 to $4 a day."
I still can't believe the take down of your wikipedia page failed. You're pointless.
Flamebait? Idiot mods! I am serious! The only sarcasm is the very last sentence. The rest of it is what has been happening for over a year.
2bits.com, Inc: Drupal, WordPress, and LAMP performance tuning.
Who gave Bennett unlimited mod points?
Let's take a look at comments modded as Troll in past Bennett articles:
2014 Geek Gift Guide 2 comments marked Troll, both of them by Bennett
An Algorithm To Prevent Twitter Hashtag Degeneration 5 comments marked Troll, 3 of them by Bennett
Clarificiation on the IP Address Security in Dropbox Case 1 comment marked Troll
Big Talk About Small Samples 2 comments marked Troll, both of them by Bennett
Debunking a Viral Internet Post About Breastfeeding Racism 0 comments marked Troll
We Need Distributed Social Networks More Than Ello 0 comments marked Troll
An Algorithm to End the Lines for Ice at Burning Man 0 comments marked Troll
Now look at the mods on comments in this article - 40 comments have been marked as Troll. And most of them are comments badmouthing Bennett. Slashdot, you have some 'splainin' to do.
That's arguably true... I think your point has a lot of merit.
I don't think it's the whole story though.
Uber is "trendy", without a doubt. But people still only use it because they have a real need to get from point A to B. I think people like to do that at the lowest possible cost, as long as we're talking "apples to apples" types of transportation. (You might well pay more to ride in a car than take a cheaper bus that gets you to the same place, but that's because of all of the disadvantages of using a bus instead of a car.)
So no... I don't know that everything else like Uber was "destined to lose". I think competitors that couldn't differentiate from Uber in any meaningful way were destined to lose though. (That's why Lyft is struggling.)
A service like Uber that has an equivalent app and costs 50% less though? That has room to compete, potentially.
(But whatever.... for SOME reason, Slashdot readers decided I was "off topic" and got modded down for adding my own thoughts about the topic.)
I didn't know why Sidecar's Flex pricing policy didn't work so I read Bennett Haselton's very long article and paid very close attention. I still don't know why Sidecar's Flex pricing policy didn't work.
An INTELLIGENT article on this subject would start off by telling us what form this failure to "take off" actually took. Was the failure one of supply or demand? Did Sidecar drivers refuse to implement it? Did they desert Sidecar for Uber and and Lyft? Did the Sidecar drivers offer the supply side but the demand side never materialized?
Bennet Hasselton's article does none of these things.
Until these questions are answered one cannot really answer the question WHY it didn't take off. After those have questions have been answered, the explanation will probably be self-evident. Of course then Bennet will have no excuse to wax lyrical - not to say long-winded!