The spread of GPS-based location services using smartphone applications has led to therapid growth of new startups offering smartphone-enabled dispatch service for taxicabs, limousines,and ridesharing vehicles. This change in communicative technology has been accompanied by thecreation of new categories of car service, particularly as drivers of limousines and private vehicles usethe apps to provide on-demand service of a kind previously reserved for taxicabs. One of the mostcontroversial new models of car service is for-profit ridesharing, which combines the for-profit modelof taxi service with the overall traffic reduction goals of ridesharing. A preliminary attempt is heremade at understanding how for-profit ridesharing compares to traditional taxicab and ridesharingmodels. Ethnographic interviews are drawn on to illustrate the range of motivations and strategies usedby for-profit ridesharing drivers in San Francisco, California as they make use of the service. A rangeof driver strategies is identified, ranging from incidental, to part-time, to full-time driving. This makespossible a provisional account of the potential ecological impacts of the spread of this model of carservice, based on the concept of taxicab efficiency, conceived as the ratio of shared vs. unshared milesdriven.