Earlier quoted context omitted.
By your definition, large companies are undergoing major initiatives constantly.
It depends how they company is set up, but what I propose would require buy in from the finance group since it would change the revenue model, the UX group, the localization group, and probably legal for regulatory compliance.
Uber has all the resources needed to implement this, they don't need to outsource, they don't need to commission studies, they have all they need upfront because it's the same skills and resources that make them money now. If they saw an opportunity they wouldn't have left money on the table.