In the case of Uber, "marketing" is often just direct or indirect subsidies of pricing (aka, selling $1 for $0.50). Its a questionable business model, though it

In the case of Uber, "marketing" is often just direct or indirect subsidies of pricing (aka, selling $1 for $0.50). Its a questionable business model, though it appears to have worked for them to some degree, the rides segment of their business doesnt seem to be as reliant on that spend as it used to be, and is actually profitable.