And who is bothered by this, really?
I find it hard to imagine that it's the drivers calling themselves Dick Cummings out of immaturity. So what does it really matter what the customers call themselves?
That was my thought too. It's one thing if you're using obscenity in an anonymous online alias, as a great many Redditors seem to love doing, but I'm struggling to believe that it's something people do in signing up for real-life ride-sharing apps, either as a driver or rider.
Obviously there must be some amount of people doing it, otherwise Lyft wouldn't bother with this at all, but it's just so... unexpected.
There's no data that this is true. It could simply be a project manager deciding that it's a good thing or the result of a tiny fraction of complaints.
Edit: Actually, it's worse bc if you get it wrong you open up your employer to getting called out for cultural insensitivity.
You should never try to define 'appropriate language' and then impose your definition of that on to the world. Especially if you want to do business.