This story is hosted over on Crikey, where it is now out from behind the paywall! I’m rather pleased with it.
Here’s a little excerpt:
Uber’s marketing department gets a lot of attention for stunts. For example, during a recent promotion, Uber drivers delivered kittens to people who requested them through the app. People would play with the kittens and upload photos to social media.
This misdirection is all the more remarkable because what Uber has achieved is enormous. The company took on one of the most powerful industries, in one of the most heavily regulated sectors in the world, and won.