In March 2009, Uber was born. Over the subsequent decade, the company became more than a controversial transportation company; it proved the scalability of the two-sided market. Though Uber was not the first company to deploy this model, it did so with unmatched pace and veracity, evidenced by its place in common vernacular. Overnight, VC offices were swarming with new startups pitched as the “Uber for [insert industry here].”