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Car. it's a marketing gimmick but helps the person who wants a pickup spot the car. i also have the passenger's phone number. >> your destination is on theft. >> and his name. >> tim? >> unlike normal cabs, lift drivers invite customers to get in the front seat. >> welcome. >> welcome, thank you. >> is this your first lift ride? >> my first lift, yes. >> where are you headed? >> tim signed up for lift because it's keeper than taxis. maybe 20% cheaper. >> i have friends who used it and arrived about it. >> he likes it that lift passengers sit in front. lift's founder says that makes for a frien...

Drivers and passengers. >> thank you, sir. >> have a good day. >> no cash changed hands. payment by credit card only, and the price is up to the passenger. if he depend like me he could tell his app to pay me less. then he'll have a tougher time getting the next lift ride. >> i'm going rate tim. give him five stars. >> that will make it easier for him to hire the next lift driver. >> on to the next one. >> welcome. give you a fist bump. have you used lift before? >> i have. >> where are you going? >> why would she feel safe getting into a stranger's car? >> every i've taken so far has been ver...

>> it's been great. they showed up exactly on time. >> but r.j. soon learned that pleasing customers is not enough. he got a threatening letter from state regulators. >> we need a certificate of necessity saying that there is room in the market for us to operate. >> certificate of necessity. meaning? >> the necessity within the moving mark in kentucky for another mover. >> what? a business has to prove it's needed? to get a license? >> you essentially have to get permission from your own competition first. >> tim's law firm took the case for free. >> when starbucks began it would have had to h...

This ridiculous mustache on our car. it's a marketing gimmick but helps the person who wants a pickup spot the car. i also have the passenger's phone number. >> your destination is on theft. >> and his name. >> tim? >> unlike normal cabs, lift drivers invite customers to get in the front seat. >> welcome. >> welcome, thank you. >> is this your first lift ride? >> my first lift, yes. >> where are you headed? >> tim signed up for lift because it's keeper than taxis. maybe 20% cheaper. >> i have friends who used it and arrived about it. >> he likes it that lift passengers sit in front. lift's fou...