I think we're putting the cart before the horse in who wins the driverless taxi industry. The winner must have a reservation system and a driverless car. One of these problems is hard and Google has clearly made some progress already. The first mover advantage is enormous because when it hits, it will be a media frenzy somewhere between the launch of the iPhone and landing on the moon (the first time). The name attached to all of those media hits will steamroll any competitor.