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Folks looking for a rideshare service basically have two choices: Uber and Lyft. However, the latter is actively setting itself apart by taking ownership of the customer experience. For example, using what it calls Magic Modes, it created, with the support of Sony Pictures, a Ghostbusters Mode, allowing riders in select cities to be picked up in a replica Ecto-1, the iconic car from that hit film.   Lyft is also establishing partnerships with overseas ridesharing services, as well as....

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