Google helped you choose between links, then sold ads that promote a few.
Facebook helped you choose between pieces of content, then sold ads that promote a few.
And eventually, as Uber helps you choose between restaurants, it will sell ads that promote a few.
We got our first glimpse of this future last week when I reported that Uber Eats was offering restaurants in India bonus visibility in a Specials section if they’d offer discounts on meal bundles to Uber’s customers.
To be worthy of ad dollars, Uber has to build leverage over restaurants by accruing sway over how people decide between restaurants.
That way, a single delivery driver can pick up all the orders at once and then speedily distribute them to neighbors or co-workers.