Aside from the obvious need to protect IP at all costs, these business models create other new challenges. Uber has made the specific point of being responsible for as little in the physical world as it possibly can—Uber’s drivers are left to assume the financial responsibility for their car leases. Sure it’s nice to be nimble as Uber is—it’s the business version of receiving all the benefits of marriage without having to actually care about another person—but that unlimited supply of zeros and ones can mean it’s extremely hard to create an entrenched advantage. 66