Capitalism is a machine for rationalizing human behavior. All human behavior. Now, some things, like concert tickets, parking spaces, love, and restaurant reservations have, thus far, remained irrational. We related to them outside of the market, they were seen as things you couldn't reduce to a simple dollar value. Sure, there was money involved, but the parking space was worth more than the $2 it costed to park there. How much more? We never bothered to put a price on it.
But that is, of course, an outrage, because irrational behaviors are inefficient, and inefficiency is unacceptable. Everything in theory has a precise value, and therefore everything should have a precise price, so that people with money can efficiently buy and sell it. The only reason these particular interactions remained outside the market is because the technology didn't exist to commodify them.
Now that we have ubiquitous handheld computers, the market will inevitably commodify more things, just as it has already commodified so much of our life, and just like it will enclose all the other irrationalities as soon as technology makes it possible.
Your feelings about the specific instance - whether they're jerky or reasonable - are irrelevant. Capitalism doesn't care how you feel, it literally cannot do anything else. You're seeing the behaviors of a machine that was created to do exactly this kind of thing. The only alternative is to destroy the machine.