[not_a_cop75]

I really hate Uber, but you're partly wrong. Brand loyalty works when there isn't a competing brand of similar quality. So Uber at worst will always be second choice. Driving is getting cheaper as better cars are built, but they have to work against inflation, which is not real value, but you'll measure that anyway. Lastly, Uber can limit their fleet to efficient cars and effective drivers if they want. This should limit costs, but I think this happens almost naturally without them doing too much.