Also from the article:

> Uber Intelligence will let advertisers securely combine their customer data with Uber's to help surface insights about their audiences, based on what they eat and where they travel.

So the companies have the identities. It sounds like they're going to be learning something about their customers, the question is just how much detail they'll get.

That's how it starts

Over/under on when someone is able to de-aggregate an identity down to an individual user?

I’ve got it on less than 6 months.

Why do you think this makes it better?

Source: "trust us bro"