 This is a Bloomberg Money Minute. The ride-hailing business, like so many others, is facing higher costs. But it's also facing a reality. If those costs get passed on to you, you might pass on taking a ride at all. So what's the move? Raise prices? No, no. David Risher, CEO of Lyft, says the plan includes plenty of advertising. Think about all the different ways brands want to talk to you today. A lot of them are online, right? Google, maybe Meta, whatever it is. We actually have people in cars going to grocery stores.