The rating also benefits the customers. You don't get a choice between drivers, because only drivers with a high enough score will be allowed to continue on the

The rating also benefits the customers. You don't get a choice between drivers, because only drivers with a high enough score will be allowed to continue on the platform. This might be harsh to the drivers, but it makes for a good customer experience. It's one of the reasons why the experience of using Uber/Lyft is so much better than the experience of using most traditional cabs.