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Your user accounts aren't global? So does that mean if I travel to a new city I have to create a whole new account?

Surprisingly although we have user accounts implemented, most of our customers don't use them.

But yes, as it stands, if you create a user account it is distinct per country.

Why would having federated logins be difficult to implement?

It's just not important enough to do.

Startup resources, business priorities, customer behaviour...

Surely customers travelling to new cities/countries they don't know is significant behaviour?

I've traveled to a dozen cities with Uber and didn't have to change my account, even in China. So the answer is no.

They said they were an Uber-like system, not Uber itself.