I found this interesting because ride-sharing is often characterized as a winner-takes-all market. Most of the insanely high valuations seem to be based on that as well. Juno seems to think there's opportunity to enter this market quite late in the game by focusing on the driver. Their approach to pay drivers just to have the app open is an interesting way to bootstrap a driver base before opening up to customers. It also suggests Juno, like Uber, must have quite deep pockets themselves.