Uber's success has been about evolving a core product in an emerging category. Product-market fit or whatever you like to call that kind of narrow, aggressive focus. As little "hair" as possible. Market share. Simply defined product. Simply defined (and bull-headed) strategy. Basically, make uber a significant mode of transport (again!).
Expedia is all about maximizing revenue from the existing mess of travel product categories. Finding ways of inserting themselves between consumers and: hotels, flights, rentals, tours.... Basically, people are going places and doing things. Get expedia a piece of it.
Very different approaches.
If uber starts to retain customers with miles or try to diversify revenue sources, I think it'd be a bad sign. But, who knows.