On the other hand, if you use the service twice per day, for 200 work days per year, that's 400 EUR with no membership or 248 EUR with a membership (or 400£ for

On the other hand, if you use the service twice per day, for 200 work days per year, that's 400 EUR with no membership or 248 EUR with a membership (or 400£ for London). Yes, the first ride is expensive, but that's not their target market. It's not affordable as a weekend get-around service, or on a whim, but that's probably a less predictable and less dependable market than commuters.