Public transport is covered in ads, has a much higher ridership than rideshares (i.e. has many more eyeballs to sell, and much lower per-user costs) and isn't even close to being profitable from ad revenue.
No, but it does mean that someone (e.g. the authors company) might just put money into the idea.
They don’t even need to BS very hard if they are a partner in the firm, and sponsor a “vetted” team that they think can pivot from something stupid to something profitable.