Uber began as a luxury service costing more than a taxi.
The founders, Garrett Camp and Travis Kalanick, launched it in 2010 as UberCab, an app that summoned black town cars at about 1.5 times the price of a taxi. When San Francisco’s taxi operators and regulators objected to the word cab, the founders dropped it, and UberCab became Uber.
Uber on Brandseum