WATCH: Uber, Sidecar and the Human Touch

"The human touch means giving the rider a real fixed price instead of some multiplier that goes up whenever you most need a ride," according to Fred Wilson, a partner at Union Square Ventures, which just dropped $10 million to help ride-sharing app Sidecar bring that "human touch."

And, of course, it's a dig at the current king of the sharing road, Uber, who've taken heat lately for surge pricing, hiking fares during times of high-demand.

The revamped Sidecar offers more choices for drivers and passengers, and a friendlier, more personal ride. Can Sidecar lure people from Uber? Wilson makes an interesting comparison: "Amazon is efficient and Etsy is personal. There is room for both of them to build big businesses in e-commerce. Uber is efficient and Sidecar is personal. And we believe that there is room for both of them to build big businesses in mobile transportation."

Considering Etsy sold more than $1 billion dollars worth of products in 2013 (Etsy takes a 3.5% cut from sales, plus 20 cents for the product listing), being the "underdog" isn't necessarily a bad thing.

Ultimately, we'll see whether consumers want a more personal experience from their ride - or whether they just want to get from point A to point B.

Find out more in the latest episode of The Content Brief from Freshwire below.

You can see our last episode, on the effect of millennials on social commerce, right here.