So you'd be forbidden to look at your phone or wear headphones during the ride?

I am sure if you are offered the choice between gamified ads and paying for the ride more than a few would rather waste some time interacting with an ad. Especially because nothing stops them from charging exorbitant cash rates. The app would disclose it , of course: this ride costs you a hundred dollars but if you want you can play Awesome Coke Hunting instead...