[ctdonath]

That's fine so long as they're not losing money. Someone can fill us in about how much Amazon sunk into startup costs before breaking even. Amazon is perceived by customers as usually the cheapest place to go for products/services.

My concern is that Uber is already considered "expensive" by customers, and that's at a massively subsidized rate - how will customers react when Uber wins the price war, destroys the competition, and then has to actually raise prices? and not just raise prices to break even, and not just to make a profit, and not just to grow the currently non-existent fleet of physical vehicles (self-driving or not), but to also make back the US$billions lost to win the war of attrition?