The question is, did they really have to engage in these tactics to "win"? This just makes Uber sound another notch less moral and legal to everyone further making it look like the evil corp. It's like their motto is the opposite of Google's 'Do no Evil'.<p>And I guess the other question here is: does this matter for people (i.e. consumers)? I would argue that given two equivalent choices, one would vote for the one with better reputation, so yes, it matters