It's appealing to people who don't want to drive because they don't want to have to deal with other drivers and who don't want to use public transit (even if it

It's appealing to people who don't want to drive because they don't want to have to deal with other drivers and who don't want to use public transit (even if it were improved) because they don't want to be exposed to yucky poor people. The requirements for piloting this being more expensive and bureaucratic than for driving a taxi are a plus because it means you only have to deal with a pilot (well-groomed, stylish, sexy) and not a taxi driver (nasty, smelly, weird accent). Much like all "privately owned public transit substitute" startups, yes, the target demographic is obnoxious rich people.