In March 2018, Grab merged with Uber, effectively ending competition. Choice was out of the window and the people were once again victimised by the establishment. And in September 2018, the ink on the wall dried when Grab and Uber were fined by the Competition and Consumer Commission of Singapore (CCCS). The people called it a monopoly.

So when Gojek briefed us on the launching in Singapore, the story for us was clearly not about Gojek entering the market, it was all about choice re-entering the market. All with a unique troll-ish tone of voice.