Uber is totally worth $40B. They have a great brand and tbh that matters a lot. When you are looking for an alternative to a taxi, you will remember Uber and not their competitors. The article nicely compares Uber to eBay, who got a similar advantage. When eBay came out, there were a lot of other auction sites, but eBay became the household name. Uber is a true disruptor. The biggest taxi company that does not own a single taxi. If I could invest in Uber, I would.