The "operational cost" is because of competition. It's not like Uber buys up all the cars so they need tons of capital. The reason they need to spend a lot of

The "operational cost" is because of competition. It's not like Uber buys up all the cars so they need tons of capital. The reason they need to spend a lot of money is they need to stay afloat until all others die off. Whether this strategy will succeed or not is absolutely not as obvious as you think, because there's of tons of history where companies that took the same road either ended up dominating the market (Youtube) or died off (Most others). I'm not saying "scale at all costs" is good, but I also sympathize with them because there's not much else they can do at this point. As soon as they start charging more and go less aggressive on marketing they will lose to their competition. But they also know there are only a few serious competitors at the moment and they all have the same struggles. So if they manage to stay afloat until the competitors die off (read: get acquired), they will have much better leverage. I'm sure that's what they're shooting for.