Marginal analysis are applied by the consumers when they make decisions and this simply means that when making a decision, they look at the marginal benefit and the marginal cost and then make a comparison.
In this scenario, rides will be allocated based on time costs that have been incurred as the individuals who have time and can wait longer or like a particular ride or those will wait till they have their preferred ride. On the other hand, the individuals who doesn't have much time will be willing to take another ride even if it's not what they really like.
This relates to demand and supply because increase in demand for a particular product will lead to lesser supply and will lead to few people getting what they want as there'll be scarcity or increase in the price for that product. In such cases, consumers may go to the substitute of that particular product.
