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@Matt Hearns You'll definitely have to track and penalize drivers who accept but don't make the pickup. I use Über because it's a sure thing - Uber saved me from a torrential downpour in London, for instance.
2 years ago on TAXI is arriving in San Francisco
@Etal Agreed! Sure, use the same infrastructure, analytics, app... just rebrand it so you don't taint the main Uber brand.
SF taxis are notorious for not picking up fares that they're dispatched to because they find someone else along the way... how is Uber going to ensure quality of service? Especially, as others have pointed out, you can't change the tip?