Of course its for publicity. Its a for profit business. If you can give something to the consumers and get something out of it at the same time, its daft not to do so.

> But if your blood alcohol level is high enough to impair your ability to drive safely, who's to say what other abilities it might impair?

I don't understand the concern here at all. Clearly you've maintained enough sense to call Uber instead of drive home, so what are you concerned about here?

Honestly, I think people need to step back from this negative image trying to be branded onto Uber to evaluate their projects a little more objectively. Calling it perverse, is rather extreme.