I stood there looking at the app on my phone to see all the available cabs. Looks good. Great low price. No extras. No strings attached.

But the booking wouldn’t go through. No one wants to take the short ride. Finally one took the bait. My wife and I put our luggage in the back and got in. As the vehicle moved forward, I gave the driver my destination. The car stopped. He said he can’t go. He’s got something urgent. We got out in the hot sweltering sun. My card was charged the minimum rate. 

It was a great price. But what’s the use? I’ve heard the term “Race to the bottom” from Seth Godin. It’s the race to be the cheapest. But if it’s useless to the customer, no one wins.