I totally agree. I'm neutral on Uber, but their advertising is that you book an Uber ride. You don't use Uber to find a driver you like and then hire that driver from now on. Basically, the drivers are treated as the fungible part of providing service to the passengers. Contrast with Airbnb where owners can treat it like an advertising network to market their rental room, and it's totally reasonable to expect that a good experience will lead to more business for that homeowner specifically, not just the app in general.