Here's the problem for uber:
(1) In many places they are breaking the law and/or want the law changed so they can expand without breaking it.
(2) This means they need the moral high ground. They need to have people believe they are acting in good faith when operating outside or in the grey areas of existing legislation and policy.
(3) Winning at all costs mentality means operating in ethical grey areas.
(4) You can exloit grey areas but you cannot at the same time occupy moral high ground.
Without a coherent strategy "winning at all costs" (to hell with being ethical) will almost surely lose the war, even if it wins a few battles.
That means, their future as a brand and as a company could be greatly impacted if they continue to have public PR meltdowns that involve dis-proportionate and underhanded approaches to solving their problems.
Things are always going to be messy in their line of work, but they need people's trust and political support outside of pure-business. The specifics can always be debated (and the nuances sometimes are critical), but they need to demonstrate proportionatly and good faith are core values to their firm.