UberX, UberSelect, and now UberBLACK? Experience the luxury Uber experience

Not available quite yet in south Florida. This news comes from San Francisco where Uber is customizing the ride-share experience. Here's an excerpt:

     Uber uses the example of riding in a BMW Series 3 from the Marina to the FiDi on SELECT for $12.10. According to Uber, that same ride would be $17.20 with UberBLACK.
     It seems like Uber is cannibalizing its own services with this new option. But Uber tells us it simply sees the two options differently – SELECT is for fancy affairs and date nights and BLACK is for business.

Readers of this blog will know I am a big fan of Uber and wrote about my recent Uber ride to the airport (PBIA). Getting dropped off at the airport by Uber is easy but getting picked up is a bit of a problem. Understand there are some clever ways travelers are getting around that problem.