It's actually the opposite. You're misunderstanding "end-users" and projecting your inherent bias against Uber. Once I explain what it _actually_ means, you'll probably project it again but here you're just doing so incorrectly :)
"End-users" as defined here are actually the riders/"eaters" of Uber. Uber is saying these people are not their customers because they are just providing access to drivers/restaurants+delivery people with their platform. What Uber is saying is that driver/restaurants/devliery people are independently selling their products/services on Uber as a platform and that end-users (riders/eaters/consumers) are simply given free access.
That's some bracing cynicism there. So their business plan is to keep paying their taxi drivers less (with VC money), or providing worse service, until they figure out self-driving cars or run out of money?