Its a David and Goliath fight, but David is still yet to find his projectile.
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Last year, Uber retreated from two crucial areas of development, flying transport and autonomous driverless taxis.
Uber has spoken of these two futures as being crucial in its never ending quest for consistent profitability.
Autonomous taxis were explored for many of the same reasons.
By removing the human driver from an Uber car, the company removes its biggest cost.
The reality five years later is quite different.
The companies have struck a sort of partnership deal, integrating each others services into their apps.
If flying taxis do become a thing, Uber will still be able to offer them as a service.
The ride-hailing company employed a similar strategy to its self-driving taxi division, Advanced Technologies Group (ATG).
However, Uber is also investing $400 million into Aurora and taking a 26% stake.
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That situation is minor in comparison to theUK Supreme Courts ruling from last month.
This ruling is the exact opposite of what Uber experienced on the other side of the pond in California.
Despite providing some benefits for drivers, Prop 22 allows Uber to continue largely as it always has.
As it happens,these factors were what led UK judges to decide drivers are workers, not contractors.
In the UKs ruling drivers were found to be in a position of subordination and dependency to Uber.
Even though Prop 22 passed, it seems that drivers are now suffering more than before.
Last year, Uber surveyed its drivers andfound they are generally in support of the ride-hailing firms agenda.
Third-party surveys have also shown that drivers wouldprefer to remain independent contractorsrather than becoming workers with benefits.
But its done little to derail the Uber train.
Perhaps this trait stems from the companys hellbent need to disrupt markets to feel like its doing anything.
The answer is simple.
If it doesnt it will effectively sign its own death warrant.
But that isnt going to come easy, so its perhaps a good thing its not carrying unnecessary baggage.
It has set a precedent thatEurope seems keen to follow too.
Having to pay drivers benefits and minimum wages will dramatically increase its operating costs.
If costs for riders increase, conventional taxis all of a sudden become more appealing.
As for drivers, with reports suggesting conditions arent improving, it seems they are at their limit already.
Whatever happens next for Uber, big change is surely afoot.
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Story byMatthew Beedham
Matthew is the editor of SHIFT.
He likes electric cars, and other things with wheels, wings, or hulls.
