Of course, but I'm not talking about mere interpersonal politeness so much as having friendliness be a central component of your branding. Chick-Fil-A, for all its vaunted good cheer, still has all the trappings of a commercial transaction, whereas Lyft tries to downplay that in favor of appearing as merely a facilitator of intra-community interactions. That part, specifically, is the part that I wonder about.

Yeah, super friendly - unless you're gay!

The one near me sponsors a pride parade every year, so I guess some things don't scale that well :p