Because "cheaper" is cheaper than "cheap". I don't ride-share with Lyft because the per-ride cost is cheap enough for me -- but that's not true for everyone. N

Because "cheaper" is cheaper than "cheap". I don't ride-share with Lyft because the per-ride cost is cheap enough for me -- but that's not true for everyone. No matter how cheap it is, there will always be people that want to pay less. Plus, when cities are inundated with car-shares and institute congestion pricing, even if the car is cheap, the $20 congestion charge can be split among the riders.