Both convenient and controversial, Uber is making a big move in the Bay Area.
The company that will pick you up in a black car and take you where you need to go is cutting prices to better compete with taxi cabs. In fact, Uber today says a price reduction is going into effect that will drop its prices to 10 percent below taxis.
Uber has caught on, especially among hip techies with a few extra dollars to spend. It's easy, quick, and adds a touch of luxury to your commute. It's even inspired an airline, BlackJet, which offers private plane service to those willing to spend a few (well, OK, more than a few) extra dollars to get where they're going in style.
Uber is in 35 cities, as it grows quickly. Not everyone is happy about that, especially taxi drivers. But, you have to admit, the service is disrupting things.
Scott rolls on Twitter: @scottbudman