I need transportation:
For 5 minutes, and cheap? Grab an Uber Scooter.
For 30 minutes, with sunshine? Grab an Uber Bike
For 30 minutes, quickly? Grab an UberX/UberPool/UberBlack, etc.
For a weekend? Grab an Uber Rent.
If you frame their goal in these terms, it gives you a pretty good idea what other sort of deals we’ll see coming down the road (boats, aircraft, scooters, etc.)