This chapter addresses the demand side of the emerging driverless vehicle disruption. The context is set by a review of transit modal choices, framed by the recent extant peer-reviewed literature on the topic of travel mode choice trade-offs. Next to be reviewed is the cost of car ownership, both gross and on a per-unit-of utilization basis. Then we move to the notion of opportunity cost of driving: what would I be doing in my car if it was driverless? Would I be surfing the internet, working, streaming videos, etc., and what is the value of that free time to me? After that, we examine tastes and preferences for driving, the thrill, the independence, and how deeply it is engrained into American culture, and whether the up-and-coming millennial generation shares the same feelings. Part of their shift is attributable to the ease with which Uber, Lyft, and similar ride-share and car-share services have emerged, and we trace their growth and success. Finally, we report back the results of a survey of over 200 North Carolina ride-share consumers about their activities in shared ride vehicles, and their stated driverless vehicle (DV) preferences and price trade-offs for riding with strangers.