Super Pumped: The Battle for Uber Highlight

If the autonomous vehicles could drive themselves, Kalanick mused, they could create a “Super Duper” version of Uber, or “Uber Super Duper.” Instead of taking 30 percent of driver earnings—the company’s current business model—Uber would instead take the entire fare. That meant billions upon billions more in revenue. The abbreviation, USD, lent itself to a cool internal codename: “$,” a simple dollar sign.