> Traditional taxi services haven’t needed this feature, why does Lyft?

Oh, but traditional taxis did have this feature. If your skin was the wrong color or you wanted the taxi to go to the wrong part of town, you were out of luck. This was one of the reasons why so many people liked ridesharing over taxis.

And now we have "Discrimination as a Service" announced in a press release.

Thus, we come back to the start of the full circle.

Time for the #UndeleteUber campaign to being?

I think you should go to the South Bronx and start picking up passengers.