The network effects are key here because you can't have competitive ETAs without having a lot of supply density and without enough demand you can't build the supply density, so aside from the incentives you are seeing Lyft and Uber using now, there are even more subsidies to build the marketplace and you have to do that city by city and neighborhood by neighborhood in the case of larger markets like NYC. There are also heavy ops costs to get a driver through the funnel and to keep them on the platform. Not saying it couldn't be done but it is not so easy for someone to come in and take marketshare.