[andrewla]

Because they want to make a bet on the future being different. Or they just want to pump up the company's value enough that the initial investors can get out with their cash and leave the shareholders/acquirer holding the bag.

If the delivery companies start shifting the burden to consumers, or if they start forcing bicycle couriers to comply with the rule, or if they can successfully contest it in court, then it makes sense to some degree to stay in the fight.