lyft's co-founders handed over the ceo job to david risher.d held positions in amazon and microsoft. one of the first things he did was to become more competitive on pricing i asked him if that would continue leading to a new price war. the thing we used to see in the earlier days of ride sharing have a listen. >> our strategy is not really to compete on price, honestly we want price to be off the table. in fact -- >> that's been the most effective so far. >> it is a great starting point. if you price high people tend not to use you the way i think about it is i think it is in everyone's best interest to have uber and lyft on their phone and i really do think that look, there are going to be times, you know, a holiday, fourth of july, crazy event, whatever it is, one of us might let you down, i hope it's never ever us, but i really hope you have choice because guess what, people like that i think if you start thinking of it that way, then you will understand how we're starting to think about our kind of almost reintroduction to the world. we d