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A decade into the 21st Century, oftentimes it feels easier to get from JFK to LAX than it is to get from the upper west side to JFK itself. The transportation choices for citizens, especially on an intra-city basis, are far from optimal. Combine that with a sagging economy, a struggling domestic auto industry, rising gas prices, and dangerously attractive auto financing terms, and consumers are going to start experimenting with alternative means of getting from point A to point B. And it is here where entrepreneurs have been creating new behavioral models around transportation, leveraging social data, mobile devices, and marketplace inefficiencies to reinvent how we get around.