I don't know about bringing down costs. The amount of money that's been invested in this wants to get paid back, so they're gonna be charging as money they can for this to be worth it.
We don’t have to wait here. Is BigCo lowering prices on YouTube subs? Are they lowering ad spend for people?
You could claim that they’re a monopoly in those cases, but then that would undercut your expectations above.
As they should be. They’re currently competing with Uber and Lyft, and charging a novelty/quality premium. There will be a halcyon period as they scale and print money, but others will notice and start fighting that monopoly.
They can charge what people will pay, not whatever they want.