It would make perfect sense to have some ML model which predicts which customers will be most profitable, and treat those guys well to improve retention amongst that client set.
(Regarding Uber, not Lyft, but...) It would also make perfect sense to predict which customers are investigators in areas Uber is illegal, and avoid them. Which they did [0]. I would be shocked if they weren't giving more profitable customers higher priority and better treatment.
Forget ML, Lyft can tell if you are a more profitable / more engaged customer through your usage of Lyft Pink, which explicitly offers Priority Pickup. They are transparent about getting you a driver sooner, for cheaper, and I guess the subscription you pay for drives the value.