In the Hindu caste system there was a category below the lowest caste. While people who belonged to the four main castes manifested qualities that were appropriate for the fulfillment of their organic functions, people who belonged to this category of outcastes disposed over no such qualities:
Their orientation and interests did not transcend the satisfaction of their most basic physical needs.
These people were called chandalas or untouchables. When it comes to mental faculties chandalas covered a broad range: some of them were only suitable for the most basic work (cleaning, burning, etc.) others were articulate and capable to successfully complete the curriculum of most universities today.
The term untouchable wasn’t meant to mean that touching them would be perhaps disgusting. It was meant to mean that those from the higher castes simply couldn’t touch them on any level. In other words no influence that is higher than the merely physical could reach them.
Consumer societies are comprised of (often highly educated) chandalas who judge everything based on short term benefits purely on a physical and economical basis. Cheap is good. Comfort is good. More is good.
While in previous times the chandalas were marginalized, today they have been made the standard and everything revolves around the pseudo-qualities and pseudo-values of the untouchables.
Even governments are run by chandalas whose modus operandi, being comprised by “career politicians” is precisely the same as that of consumers. Lots of deal making for individual benefits. Looking at this from another angle, the ideal medium for manipulation is precisely such a mass, since the mass is always influenced; if not from above, then from below.
This is the context in which to view all initiatives that “serve” consumers, including this one that appeared in The Guardian about Uber and other tech companies. And this is the context in which to view success stories especially in industries that target the masses!
And a last note regarding Uber specifically: considering all this, the choice of the name Uber could be considered quite cynical, but only from our point of view; in actuality, since quantity has replaced values, it was probably meant seriously, denoting the absurd idea of quantitative “superiority”.