I suspect they keep having to win back the business from competing rideshare services.

I dropped Uber for a month in the Toronto Area as Lyft gave me a pile of coupons. Then I dropped Lyft when those coupons ran out and Uber was giving me discounts to come back.

Whenever I visit a major US city like New York, I check if there is an alternative provider like Via. They also have coupons. I went from NYU to Laguardia for $15 + tip last time I was there. The Uber trip without coupons would have been 60.

The lack of customer loyalty means that you have to win the customer every ride or they go somewhere else.