Numerous transportation outfits pitch themselves as anti-Ubers that aren't as relentlessly profit-minded as Travis Kalanick and crew, but Juno is trying something a little different: it's hoping that a mix of kindness and self-interest will win the day. The startup is launching a ride-hailing service in April that will not only focus on hiring better drivers (it's poaching some of Uber's highest-rated workers), but treating them well. They'll get more shares in the company the more they drive and the better their ratings. Think of it as the ridesharing equivalent to fair trade coffee, where the happier, more successful workers might translate to a better product.