I guess the questions then are - why is it 2x the competing price, why do you willing pay 2x, and how many people are willing to pay that 2x?
Consider they are competing against the Lyft/Uber asset-light model of relying on "contractors" who in many cases are incapable of doing the math to realize they are working for minimum wage...
It costs me, the consumer, 2x what Lyft or Uber would cost me.
I paid $21 for a ride on Mon that was $9-10 across Uber and Lyft. I am price inquisitive so I always double check each time.