I think the market is for groups of people out partying (which in my group averages 4-6) who don't want to split up. Fitting 4 people into a Civic + driver is a

I think the market is for groups of people out partying (which in my group averages 4-6) who don't want to split up. Fitting 4 people into a Civic + driver is already uncomfortable so paying a small premium to keep the group moving together makes a lot of sense in urban markets.