What does liquidity mean in terms of drivers and riders? I'm familiar with liquid vs illiquid assets, but how does that relate to something like customers or st

What does liquidity mean in terms of drivers and riders? I'm familiar with liquid vs illiquid assets, but how does that relate to something like customers or staff? If a competitor enters the market and offers a better deal for drivers and/or customers, it would be trivial for them to switch, no? There's no lock in beyond a free mobile app download, a username/password combo, and a CC on file. I think the only way that supply could present a barrier to entry is if you assume that for-hire rides are a commodity and price is the only consideration. It seems obvious to me that this is not the case.