so they have two possible endgames: 1) find a sucker (aka retail investors) that buy a loss-making stock 2) become a monopoly and squeeze everyone to get high

so they have two possible endgames: 1) find a sucker (aka retail investors) that buy a loss-making stock 2) become a monopoly and squeeze everyone to get higher margins (kind of how booking.com pushes hotels to increase their standard prices so that booking can offer a discount; which you also get if you call the hotel itself).