The point is that consumers are the ones that are constantly transacting. They have to opt-in every time. So transaction costs are the critical component of profitability.
Whether it’s Uber or Lyft, or whichever marketplace, drivers are locked into using (at least) one of them. The best ones can’t just create a mini-Uber app with just one car. Or 10. They are locked into a marketplace.
Which one? The one that kills or acquired the other ones. If they were multiple marketplaces, they would just compete away they margins for marginal growth.
Don’t get me wrong, I can see why you are focused on the demand. I was too when I started my business. But to get margin, you can’t have competition. Which is why Uber is currently not profitable- it’s still exterminating the competition before it can become profitable.