Well I think for starters they haven't carved out a space for themselves. They were the first to a new space made possibly by recent advances in technology, but that's it. Furthermore as technology continues to march forward it's only going to become easier and easier for competitors to enter the same space.

So from that perspective yeah, yeah I guess they do have to be cut throat to survive. The service they provide is not far off from being commoditized. It's easy and cheap for competitors to step in and drive prices down. Will be very, very hard for Uber to secure their space. Honestly the only thing that will make it possible is the same time of legal protection that taxi companies have had.

Oops.