This is not at all a surprise, and I fully expect Amazon to also ultimately enter this space. (I have no insider knowledge of either company.) It's amazing to me how many people think that Uber is somehow building a deep moat when these other companies (Google, Amazon, etc.) have a much deeper connection with their customers -- to say nothing of the data that have collected. Given perfect rider competition and (especially) perfect driver competition, how does the advantage not lie with the established company and brand? Given Uber's nose-bleed valuation, I suspect that they may become the Webvan-esque poster child of this bubble: visionary, but ultimately a ludicrous valuation and absurd misallocation of capital that was obvious to all only in retrospect.