I suspect that they won’t try to under-cut Uber too dramatically but the long-term costs are bound to be much lower if you don’t need to pay a driver. That illustrative price seems to match this. They certainly have copied Uber’s focus on identifying the best pick-up and drop-off based on many factors, notably road setup. I’m less sure about child seats: their copy and photo seem to imply that there are infant raisers. However, it would be unusual to have those in every car. I’m not seeing a way to indicate that you want one in the interface, and presumably, that’s a request per journey, not an account permanent status.
People have suggested advertising but I’m not seeing any of it in the screenshot, nor do I expect to see it any time soon, until their model has imposed itself.