Squares include:
* Uber being a simple CRUD app
* Uber having no moat because it can easily be disrupted by those able to build the app over a weekend, because Uber is a simple CRUD app
* Uber continuing to operate solely because VC's currently subsidize every single ride
Free space in the middle: drivers have no clue as to their costs and are only signing up because they're too naive to realize they're losing money.