Uber took a risk to craft company that is much like Kalanick’s personality and reputation….that’s easily cleaned up by using reputation software to manage the search engines and flooding the online media with PR to raise it out of the mud. Microsoft’s problem is that it’s aggressive marketing hurt the profits of its users both personal and business. That blunder can only be fixed through diversification to spread out the damages and collectively raise its name out of the mud over time. Uber only has to change an internal culture. Microsoft has to change their entire business model and structure.