It's actually the opposite. You're misunderstanding "end-users" and projecting your inherent bias against Uber. Once I explain what it _actually_ means, you'll

It's actually the opposite. You're misunderstanding "end-users" and projecting your inherent bias against Uber. Once I explain what it _actually_ means, you'll probably project it again but here you're just doing so incorrectly :) "End-users" as defined here are actually the riders/"eaters" of Uber. Uber is saying these people are not their customers because they are just providing access to drivers/restaurants+delivery people with their platform. What Uber is saying is that driver/restaurants/devliery people are independently selling their products/services on Uber as a platform and that end-users (riders/eaters/consumers) are simply given free access.