Uber has crap service? I was under the impression the whole point of Uber becoming so ubiquitous as to become a verb was that you could actually get service at all in a timely fashion whereas cabs had a terrible reputation.
IMHO, if you're only looking at rides, you've got your consumer hat on and I think you're missing the big picture. Uber is still not done trying to eat the world so to speak. The food delivery vertical is one of its most well known growth markets, but it also has eyes on the actual hailable taxi market[0], buses/high capacity vehicles[1], deliveries/logistics market (uber direct[2], uber freight[3]), it's building up loyalty program strategies a la costco/amazon prime/visa (uber pass[4]), etc. Basically, anything that remotely involves wheels is game for Uber.
This thirst is what I think characterizes unicorns: Google started as a one trick pony with search, and now has maps, docs, android, GCP, Waymo and a million other things. Amazon was a just a book store and now it's basically synonymous with online shopping and cloud infrastructure services.
[0] https://www.themuse.com/jobs/uber/hailables-lead
[1] https://www.uber.com/en-EG/blog/introducing-uber-bus-a-new-w...
[2] https://www.uber.com/newsroom/moving-more-of-what-matters-wi...