[mason55]

There's a very large lower-middle to upper-middle class that is going to be price sensitive.

And that's the point. Maybe I'm pretty well off but $15/day is still painful for me to drive in every day. But! Occasionally I REALLY need to drive my car in to the city, so instead of driving in five times/week I just drive in once/week. That's 80% fewer trips, a huge reduction.