
"It's all optics."
.....Of course it is! This silicon valley lovely can only win long term if the Ponzi scheme keeps going or they get their unregulated global monopoly:
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http://www.nakedcapitalism.com/2016/12/can-uber-ever-deliver-part-four-understanding-that-unregulated-monopoly-was-always-ubers-central-objective.html
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.....And if they fail.... Just as the rats desert the nest, expect privacy bombs against users with extreme prejudice:
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http://www.theregister.co.uk/2015/06/22/epic_uber_ftc/
https://www.theregister.co.uk/2017/04/24/uber_cloaked_its_spying_but_apple_gave_it_a_wrist_slap/
https://www.wired.com/insights/2015/01/uber-privacy-woes-cautionary-tale/
http://www.firstpost.com/business/android-phone-ubers-new-privacy-policy-will-spook-2269042.html
http://www.theregister.co.uk/2016/12/14/uber_accused_of_stalking_beyonce/
https://epic.org/2016/12/uber-expands-data-collection-t.html
http://www.theregister.co.uk/2016/12/07/information_request_finds_uber_is_watching_your_battery_charge/