It's venture capitalism, I guess. Enough cash became available for high-risk, high-reward ventures at a massive scale. The result has been this experimentation with platforms that undercut competitors using VC cash and have some vague plan to make a profit in the future when they've grabbed all the market share. In the meantime, plenty of individuals are making money off the scheme, while the competing businesses and the shareholders left holding the bag at the end will be the ones screwed.