I don't claim to know what's going on behind the scenes, but even years after launching in NYC, both Uber and Lyft have continued to send me notifications with

I don't claim to know what's going on behind the scenes, but even years after launching in NYC, both Uber and Lyft have continued to send me notifications with steep discounts, free rides, etc. I've used both apps since they launched here and a major percentage of my rides have been discounted below 'sticker price'.