With competition already brutal in the ride-hailing sector – Uber lost almost $1.5 billion in 17Q3 – competition looks to get still more intense. Google is planning to employ as many as 24,000 autonomous vehicles, while GM and other big automakers are planning similar offerings. With so many large, deep-pocketed firms fighting hard in the same space, making outsized profits seems impossible. But, services and prices received by users should be outstanding.