What I wonder about Lyft is the extent to which friendliness scales. That it has scaled so far is obviously due to the fact that they can simply project that sense of friendliness and then rely on individual drivers to actually do the work of giving that impression to customers, but what if they want to expand their business into domains where friendliness is unimportant or even a downside (an example might be something like the bike messaging that Uber is getting into in NYC, where prompt service basically requires the service provider to be brusque)? In such a market, the company wouldn't be able to trade on their reputation as the friendly alternative and in fact might be even harmed by the expectation that they would be that. Is friendliness a straightjacket in the making?