my "new york times" colleague neil irwin has been writing about the uber/lift fight for the upshot. at is uber up to here? is it ethical? >> you know, what they're doing is trying to score more drivers. there's a theory that the more drivers you have, the more effective you can be in this new emerging space of car services on demand. so they want more drivers, and they want to poach lift's drivers. so you order a ride, have your brand ambassador, they call them, riding in the lift car. you strike up a conversation with the driver and see, you know, are you happy? might want to come and drive for us instead? now, is that ethical? i think it's, you know, more ethical than people think. this is an example of trying to compete for workers, which is ultimately good if you're the driver. you want people competing for your services. >> neil, i think it's actually a brilliant strategy of uber employees who book a ride with lift and convince them to come on board. i don't see that being any different than what any other industry does to recruit people where you invite someone out for a drink