Agreed, now that they've created a constant supply of drivers and riders, it's much easier to solve the chicken and egg problem by piggybacking on that supply. For a while now, I've been thinking that someone should create a simple smartphone dispatch service that operates as a service to drivers, just takes a very small fixed cut, and allows them to put out ask prices, while riders put out bids. Then, this thing matchmakes and hands the rider off. The experience would likely be more variable/less controlled, but it also seems more likely to be economically sustainable, and give some freedom back to the drivers.