For companies we traditional would consider "tech", the product margins (the cost for each unit of X you sell) needs to be non-linear, and approaching zero.
It's clear that existing real estate and service industry investors laughed their heads off at WeWork's valuation. Adam Neumann's trick was to market his business to naive investors as "tech" and ride the rest as a speculative bubble. But fleecing the initial investors was tantamount to legalized fraud.
Other famous businesses that are also "not-tech" include Spotify, Tesla, SpaceX, and Apple's hardware division.