What Uber’s economists are ignoring — which says a lot about them, since it’s hard to imagine such a big elephant in such a small room — is how the company is perceived. Uber has become a ‘bastard brand’; it’s now almost the definition of what nasty, roughshod-riding, unempathetic business looks like. And an increasing number of us would rather wait an hour in the rain for a cab than call an Uber: a painful choice that’s not unlike voting for Hillary Clinton to keep Trump out. That is the development which has left their kind of business model — which is all too breathlessly, obliviously, 2006 — behind. In 2016, ‘the commercial is the political’. The way organisations behave determines the extent to which we are willing to buy into them.