Lyft is experimenting with monthly subscriptions for rides. There is a $15 limit on how much each ride is worth, but for high volume users, this is a deal. This might convince some people to forego owning a car.
Even better, Lyft is trying out different plans: 60 rides for $399 per month versus 30 rides for $199 per month. I suspect their data analysts will pore over the data to see how to taylor offerings.