The U.S. ride-hailing market may have room for two players, but apparently not for three. Sidecar, an on-demand car service that trailed far behind Uber and Lyft despite often being the first to build new and creative features, is pivoting almost all of its workforce and energy to an enterprise delivery service, the company told FORBES — a move that suggests the industry’s established players are difficult to beat once they’ve already pulled ahead.

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