It doesn't, but I think that's the point - you can do stuff that doesn't scale when you're small and not worry about how to do it at scale until it becomes a problem.

Another way of looking at it: giant existing corporations can't do things that don't scale. If you're small, you can, and that's the competitive edge you stick into the market to carve out a chunk of your own.

If the incremental cost makes sense for 30 users, it makes sense for 30,000.

And you have to put it in perspective: since their business is driving jitneys around the peninsula, acquiring thousands of vans per month would be a much bigger challenge than setting up the routes.