As far as the products and brands rivalry has been replaced by the business models rivalry in the "big bosses" world. Thus, why there should be any different trend in the entrepreneurs and start-ups ecosystem.
As an ordinary smartphone user, I have to maintain a couple of taxi service mobile apps, because (1) I need a standby service, if others cannot serve me; (2) I seek the lowest price for a ride.
According to the first sentence in the post, this is not a good strategy to move on. The business model should become a competitive advantage. If a taxi service app manages to offload orders, it can not serve at the moment (taxi availability or high price), to rivals, it will probably get the largest market share mainly out of 20% Pareto principle high profit customers.
