Well, it is not as if the OSM-community is a monolithic one. Some people are hardline anti-corporate and don't like this; others are part of a big corporation and see this as business as usual.

Even if Lyft would not give back in some form (spoiler: they do, see https://wiki.openstreetmap.org/wiki/Lyft), it spreads awareness and drivers will figure out they can fix issues themselves.