>I've been mystified how Uber's kept up their "Underdog" mantle for as long as they have. Companies intentionally market themselves to mislead in ways that are

>I've been mystified how Uber's kept up their "Underdog" mantle for as long as they have. Companies intentionally market themselves to mislead in ways that are beneficial to them, in terms of image. One example is Hyundai, which walks the fine line of modeling its logo and style after Honda to draw off Honda's goodwill with customers (I think that this is quite smart). I wonder how much Uber has invested in its PR status to keep this underdog image.