(Salon) -- What is Uber? A paragon of free market efficiency and technological innovation serving the greater convenience and comfort of the general public? Or living proof for why capitalist societies require regulation?
It is testimony to the ceaseless striving of Uber that Silicon Valley watchers find themselves with new reasons to ponder these questions nearly every week. But the end of August brought special vim and vigor to the debate. In particular, Verge’s publication of Casey Newton’s great scoop about the tactics Uber has been deploying to recruit riders from its top competitor, Lyft, has excited reams of commentary.
No matter what you think of Uber, the scope of “Operation SLOG” (Supplying Long-term Operations Growth) is impressive. Uber has hired hundreds of private contractors in multiple cities and equipped them with multiple burner phones (so as to prevent Lyft from identifying recruiters and blocking them from using its service), as well as credit card numbers and recruitment kits, and mobilized them to lure Lyft drivers over to the other side. Collateral damage to Lyft has extended beyond the siphoning away of drivers. When a Uber recruiter ordered a ride and discovered that the driver was someone who had been previously recruited, he or she immediately cancelled the ride. According to Lyft, Uber has been responsible for more than 5,000 cancelled rides in recent months.
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