Founded in 2008, TaskRabbit was one of the pioneers of the peer-to-peer marketplace — the same basic idea that powers companies like Uber, Lyft, Airbnb, and the rest of the renting economy. (Please, let’s stop calling it the “sharing economy”: Sharing doesn’t involve money.) It heralded a techtopian dream of a friction-free world where workers and employers operated under ideal conditions: Find a job when you need it, find a worker when you desire one, all at the right price. And with investors pumping in more than $37 million to get it going, TaskRabbit seemed like it might be getting somewhere. In 2011 Wired called it “revolutionary”; last year Bloomberg Businessweek declared that “in the future, we’ll all be TaskRabbits.”
But the dream turned out to be tougher in reality. This past summer TaskRabbit zigged. It’s what Silicon Valley calls a pivot — start-up speak for retooling its business model — and it usually happens for financial reasons. What it meant in practice was a set of severe changes to the system’s mechanics that many of the taskers I spoke to said destroyed much of their freedom.