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Guys aren't really hitting it on the head. It's about the level of behavior that companies release analysis on.

See, there's another company that occasionally releases interesting data analytics: Google.

See: Word frequency over time, Predicting the spread of viruses from searches, etc.

The issue is that Uber is trying to explain motive and behavior at the individual level ("I know something about you!"). This is something that would be a definite no-no for Google. The cheekiness of the language certainly doesn't help either.