Ride sharing is computationally NP-hard (assuming vehicle capacity larger than 2), the whole fleet management itself is NP-hard and depends highly on the realtime routing capabilities and prediction.
To make a combinatorial optimization algorithm capable of incorporating ride-sharing constraints and realtime data is a serious feat which maybe they jumped in too early to solve (given that no current research published tries anything similar). For really groundbreaking work to happen one needs quality engineers and researchers, and realistically, who would want to work in a company that is openly criticized for having terrible work culture?
The only way they can lower the prices and then find the sweetspot prices after monopoly is by having superior machine learning and combinatorial optimization solution.