Earlier quoted context omitted.
Well, the idea is that they kill off every competing service and then can raise prices. Also that they can beat everyone else to self-driving cars and eliminate the cost of labor. Other articles on NC have called the feasibility of both of those into question.
Sounds like a terrible idea given that this would just open the door for another company to do the same to them. They don't produce anything novel which can't easily be replicated.
The way I see is that once Uber is a monopoly, it will start using advertisement model to subsidize rides. Should be easy enough, after requesting a ride at full cost, you can watch 5 minutes of videos until your ride gets there to get 10% discount. Or they can ask drivers to put tablets playing ads in their cars. They have history of places you visit, they can probably show highly targeted ads. "Going to a bar in downtown, checkout this other bar on the same street."