Say what you will about Uber's business practices (and I write this as a jilted Halo fan), it is among the most relentlessly creative companies I know. Uber is always stretching its technology platform beyond the initial on-demand ride app. I get the sense that these ideas and spot promotions are less a brand awareness tactic and more an exercise in challenging their business model to see how far it can stretch and still be successful. I admire Uber's spirit and wish more companies would take a good like at what they do well today and start asking "what if...." more often.
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