A few weeks ago, Uber India and Olacabs got into a little tiff on Twitter.
Things died down until recently, when a customer pointed out that a new Olacabs campaign seemed to have a few similarities with one Uber had already launched.
Uber allowed itself the luxury of gloating a little.
Which is when Ola stepped in and dialled the cab wars up a notch.
Before the two ended things on a highly passive-aggressive note.
The reactions to the tiff were varied, with some taking Uber's side for being the original one.
Some encouraged the friendly trash talk.
Others did not.
Mostly, it just gave people a chance to get in their own jibes.