Lyft decided it was high time to say women and enbies.  

and then refer to women and enbies as "Women+. for women, by women."  and enbies.

https://s3.us-west-1.wasabisys.com/normal-media/media_attachments/files/111/139/196/082/108/179/original/7144522ae46bbd3c.png

https://s3.us-west-1.wasabisys.com/normal-media/media_attachments/files/111/139/198/483/131/120/original/ba4c20ba69e88593.png 

 @396d5c55 They wanted to compete with Uber Notmen.