Trying a case via the media to push a large company into a settlement is hardly a new strategy, especially with a company like Uber that's getting large amounts of bad PR.
Do you mean that is caught doing a lot of nasty stuff? The company has problems, it pushes against workers rights, it leaves towns that don't bow to their business tactics, it is sexist, etc. The "bad PR" is the symptom not the problem. Their actions are the problem.
