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Trying to be first at a game no one wants to play.

Uber want to play it. That's what the entire article is about. Amazon also want to play it - they've done several public demos of the concept.

Uber wants to play at anything that will make them profitable and give them an exit.

Yes - this is clearly a bad idea that fails the common sense test. But it will add more assets, higher value, etc.

And another reason they may get bought