It doesn't really make sense for him to do this, if his reputation is to carry with him to Cloud Kitchens. People would be quite wary of future business dealing

It doesn't really make sense for him to do this, if his reputation is to carry with him to Cloud Kitchens. People would be quite wary of future business dealings. If "getting back" at Uber is acceptable, he may decide to "get back" at Cloud Kitchens -- in other words, it sets a bad precedent.