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>> the marginal cost of adding another passenger to an already happening trip

As minor as it is, going to pick someone else up and take them with me is pretty big inconvenience, especially in time.

1 hour of commuting could cost something like 30$ in gas (Europe), vechile depreciation and tolls. Sharing that cost 50-50 or 33-33-33 for a 5-10 minutes delay would yield a 120-180$ / hour rate for the delay period. Very few people could afford to turn that down, it's the average income of an whole hour of work compressed into 5 minutes.

You're not going to get anything like those figures. See blablacar.com for current rates

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