Lyft drivers dressed in flashy pink shirts and mustaches want the attention.
And they are getting it alright.
"Out here it's incredibly sensitive for the taxis because they have had such a tight control of the market so having someone rock the boat has upset a lot of people," said driver Levi Fay.
Howard Higa of The Cab wants the transportation upstarts regulated.
It's all about fair play he said.
"This is all smoke and mirrors, If you look like a duck and you walk like a quack like a duck, you're a duck," said The Cab's Howard Higa.
It's that tension that prompted the city council meeting.
It was a chance to hear from the drivers firsthand how it all works.
”I love the flexible schedule. I can work when I want, how long I want. That's a really great thing," said Iwalani Arif.
Company representaives tried to explain why their iPhones aren't meters and how "surge pricing" works.
"For instance, at one A.M. New Year's Eve when everyone wants a ride at the exact same time it will raise prices and the consumer will have the decision to accept that price or not," said Uber general manger Brian Hughes.
And what about consumer safety when it comes to the use of private cars?
"To the question of the cars, we do a vehicle inspection. It can't smell bad. It has to look nice and it has to be working so they do a safety check as well," said Krysten Eads, attorney for Lyft.
Council members said consumer protection is paramount and they pressed more answers on liability for passengers and drivers.
"This raises a real red flag to me. If its case that an insurance company says you drive for one of these we won’t cover you at all. I would hope that you have the answers so that you can protect your drivers," said Council Transportation Chair Breene Harimoto.
The council wants to form a task force to determine how best to regulate companies like Uber and Lyft.
It’s a mixed bag across the country. Some states have taken the lead, and in others it is the city and county.
No one from the state or the insurance industry was at the table today and some wondered if they should be.