But let's address another issue although briefly. Dragged into this is another company called Unroll which allows people to unsubscribe (or unroll) from various email lists all at the same time. It's a free service which is said to have ads as part of their monihtazation policy. Well the other thing they do is remove all the Personally Identifiable Information (or PII) from the information they receive about you as part of their service and sell that to other companies. Unroll and their parent company Slice Intelligence used data from not only Uber, but other similar services that they sold to Uber so that Uber could keep track of those users and their habits. Before the outrage button gets pushed again, Unroll and Slice insist that all information that specifically identifies you are removed from all data that they sell to whoever is willing to pay for it. We have their word that this is true and there is no evidence to suggest that it isn't.