It will work out for them when/if they have destroyed the competition, that's the point. And in any case the founders are still billionaires.
I think the logic is to own the portal to taxis and become a gatekeeper, by being the only app that the user has installed for hailing taxis. So the barrier to entry becomes large because you have to convince people to install your app.
There's still a speed-bump, but it isn't as jarring.