I dunno, I have several friends who consistently use Lyft pool even though the Uber pool in my area is usually less than half the cost, and Juno has a much more credible claim, as far as I can tell, at being ethical than Lyft does.

People spend money on that sort of thing.

That aside, getting drivers is half the battle; even choosing on a selfish basis (and I choose ride-share services on a selfish basis) - if you have more drivers, I have to wait less. For a while, in my area, lyft consistently had more drivers and got there quicker, while uber was consistently cheaper; when I was in a hurry, I'd use lyft.

(my perception is that this has changed and that lyft no longer has that advantage in my area, but point being, if you can't get there in 5 minutes and your competitor can? I might be going with your competitor, even if it's more expensive.)

Why not? The drivers are more pleasant and of much higher quality so I'm getting better service.

So then the competitive differentiator is "better drivers" and "better service" which are of course classic and common differentiators.