It already features profiles and when you select a ride, you can chose whether you don't really want to talk (bla), don't mind talking (bla bla) or really want to talk (bla bla bla) during the ride.
In my anecdotal experience using the service for 1h-2h30 rides, people mostly chat all ride long. I've met really interesting people, although I've yet to keep a lasting connection with anyone.
Of course the first motivation to use the service is financial, but a lot of people like the social aspect of it too, as opposed to a train where you're just not supposed to talk to people. Anyway, they have been quite successful until now in Europe at least.
