This is a fair initial take, and we should clarify why we think we're improving the social experience. A big part of why Lyft or Uber feels different than taking a cab is that there's no transactional portion of your interaction with the driver. Get into the car, chat a bit, say goodbye, and be on your way. By removing transactional mechanics you can focus on the human element. If you look at the Amazon Go stores, or the Standard Store, you see a similar effect. You walk in, and rather than immediately seeing bulky machines manned by people with the sole intent of transacting, instead you see people walking around chatting and helping you find what you need. They're not there to take your money, they're there to help you, exclusively. That changes the nature of the interaction, and is the experience we're trying to deliver across retail.