Airport reservations not starting their ride?

I’m in Jacksonville, FL and have had a few airport reservations never start their ride. I had to wait an hour for $17 and some were even comfort reservations. Anyone else have this issue and why would they do this? Lyft was cheaper maybe? I had a pax start the ride and not show up. I was tempted to start the ride and drive like they were in the car but I just can’t do that. I ended up getting a better ride but hurt my cancellation rating.