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