UBER - 3 Strike Rule

I'm a strong believer in personal values, and bringing those values to all that we do. Family, friends, work, community, everyday random interactions with my fellow citizens; you all get the same me. I don't change my value system from one relationship type to the next. When I interact with other people and other companies I judge them through the filter of that value system.

Given that we're all human and none of us are perfect, least of all me, I can offer a little give and take on the occasions that others do or say something that doesn't quite fit my worldview. Eventually though a line is crossed beyond which there will generally be no return from.

Uber has crossed that line.

There have been moments over the last year when I thought "It can't get much worse than this!"

The misogyny.

The treatment of drivers.

The falsification of vehicle location and booking data to evade authorities.

By then Uber's brand was in my mind a staggering, wounded, self-harmed object of pity. Like an old friend with lots of latent potential who has taken a bad turn, done some stupid and appalling things but whom you hope can be rescued yet from squalor and further self damage and come good again.

But no.

With the news yesterday of Uber's bribing of data thieves to cover up the exposure of tens of millions of people's PII data it is now clear to me that Uber is beyond all redemption.

We're done.

To all those Uber employees just trying to do the right thing and do their job right; I salute you for your hard work and wish you future success in a company that acts with a high ethical standard.

To all those Uber executives and marketing folk who worry every day about the Uber brand; take comfort in knowing that the brand will live ever more...as a shining example of the extreme case of exceedingly poor corporate governance across many realms and how not to handle a cyber security incident. You have given your peers in Equifax an early Christmas present by making them look relatively good.

To all those Uber drivers who may see me waving one day; I'm hailing a taxi while thinking to myself that Uber can go talk to my hand.

To both of my readers; the views expressed herein are entirely my personal ones. If you'd like to discuss them you'll find me at the nearest taxi rank and I'll be happy to share a ride anytime.