Uber X, Uber XL, Uber Powdered Wig... London's transport agency announced out of nowhere Monday that it is removing Uber's privilege to operate in Her Majesty's capital. The reason: "not fit and proper." Let's get more specific:
Kate Middleton can still Uber Black if she wants to... because Uber is appealing this, naturally. Its other 3.5M Uber riders and 45K Uber drivers will keep ubering too until the courts decide if the ruling is legal or not. London tried to stop Uber 2 years ago, but ultimately gave Uber another shot during that appeal.
Uber's #1 threat is public policy... aka government's laws, rules, and regulations. Uber requires politicians' consent to operate, but plenty of them don't like Uber — the brand's become villainous. Airbnb, Lyft, and SmileDirectClub face similar policy threats, but can learn from where Uber went wrong: Brand reputation is critical when politicians stand between you and profits.