If a large brand like Uber wouldn‘t buy (really expensive) keywords like „uber“ some of their rivals like lyft could bid on it. So uber would lose a customer who was really interested in uber to lyft. Exchange company names how you like. Its especially expensive for shops etc.

Google will not change any rules to forbid bidding on brand names because they are making a ton of money of it. Think of something like amazon paying more than $1 for every click just to not loose any potential customer. Adwords is a money burning system.