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There is some irony in paying someone to drive you around and then sitting there in the back seat playing a racing game.

Uber/Lyft drivers fall into multiple groups, the largest of which is bottom-budget drivers just trying to get by. They usually drive beaters (that barely get any non-routine maintenance) and they're driven until they fall apart.

Cost is a barrier to entry for these drivers to participate in these programs and there is likely an upfront cost to purchase initial inventory. It might catch on if inventory is (initially) provided at no cost to drivers.

Presumably extras would be advertising/"attention-economy"-driven and thus subsidized by another company rather than the drivers themselves. Or if Uber let drivers have mini vending machines there's a clear ROI on a relatively small investment (or the vending machines are rented etc). Perhaps the more expensive "black cars" would have freebies.

It seems to be a great recipe to get vomit on your car floor, though.