Imagine if we as a society had an overwhelming social and emotional attachment to the taxi Industry. Rather than stories of bad drivers and dodgy mechanicals we sang out gushing praise of John or Mary our taxi driver for the evening and the fabulous travel experience we just had. We wouldn’t ever think of using an alternative service because frankly, we just could not imagine a better offering. Our society and politicians fighting tooth and nail to protect the poor rights of our hard working taxi drivers, just trying to make a living for their family. In such a world, would a little upstart ride sharing service (arguably operating illegally) ever have taken hold?