This isn't commoditized because an incumbent has the market share, it's commoditized because there are dozens of providers in a crowded market. So what is likely going to happen is there will be a race to the bottom in terms of price.

PS - This is why I loathe advice from prominent software co operators. It's not one size fits all. Uber's strategy is going to be very different than Tesla's strategy which is going to be very different from Amazon's strategy.