[...] as Uber enters a new space, it takes a direct-to-consumer approach, bypassing potential barriers, like regulations or political opposition, by winning over consumers with its effective app. It cautions opponents that might try to constrain some of its practices by conveying the message, "Be grateful for the disruptive innovation we bring, because what we offer is superior to the regulations that would hold us back" (what I refer to as "gratitude logic"). Because of its size and influence, it simply shrugs off regulation that it doesn't like. Then, Uber shifts and reshifts its identity, trying to find exploitable cracks and inconsistencies between various systems of rules and laws. Finally, Uber plays stakeholders against each other, using temporary alliances to gain a foothold wherever it goes. In many cases, drivers, passengers, cities, and others benefit from Uber's operations, but there are always others who are left behind.