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In the US, to use Apple Pay versus just pulling out your credit card, is Apple Pay better? Of course it's better. But again, you can't consider the value of the experience in isolation if you consider it in totality. And by the time you figure out, oh, I could have paid with Apple Pay, you're already, the card's already in the machine and you've already swiped it. It's that delta. The delta of improvement is just not there to justify the pain of switching. One of the big challenges in shifting to the sort of transportation as a service for all transportation, not just sort of after night out drinking, in the US is that you
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