And

3. Customers want to do something, you help them do it, and nobody has done it before, so whether it's legal or not is kind of up in the air.

E.G. Uber exploited a legal loophole that distinguished the kind of taxi service you hail on the street from the kind of taxi service you call on a phone.

The latter were much less regulated, and usually much more exclusive and pandering to a richer crowd. Nobody really knew which kind Uber should be classified as, it was the first kind in practice (same customer base as normal taxis) but the second in theory (ordered, not hailed).