This would also be clever to decouple Uber-the-brand (which has immense value) from Uber-the-driver-exploiter (which has a unsavory aftertaste) and Uber-the-aut

This would also be clever to decouple Uber-the-brand (which has immense value) from Uber-the-driver-exploiter (which has a unsavory aftertaste) and Uber-the-autonomous-driving-dilettante (which is a running joke).