Just for perspective, 12 million users (assuming this is US-based) is 3.7% of the US population in aggregate. This is an even higher percentage of Uber's US use

Just for perspective, 12 million users (assuming this is US-based) is 3.7% of the US population in aggregate. This is an even higher percentage of Uber's US user base (probably by a factor of 10 or 20).