I struggle to justify the purchase as a whole, but I think one component of the value a company like uber or lyft gains from an acquisition like this is to have a stronger stake in my transportation mindshare.

If I'm opening their app regardless of which transportation method I end up using, I'm more likely to keep coming back and will frequently choose to move up a tier (scooter -> bike -> car) if the price is "just a few dollars more".

It's worth considering the data component as well -- there's a tangible benefit to knowing which mode of transportation people are choosing for which trips.