intent and implication

There was, in the mid 2010s, a popular formula for explaining a new startup: "Uber, but for ____." This was a metaphor: the startup, despite targeting a different market, was similar to Uber. It was, however, a fairly ambiguous metaphor; there were many ways that a company could resemble Uber. The most visible facet of Uber was their use of a mobile app to affect the physical world. This was, at…