Moments after the hostage crisis started, Uber Sydney tweeted that fares (both minimum and per minute) were increased to lure more Uber drivers to the affect area. A short 40 minutes later, the company does a 180-degree u-turn and round trips on its previous announcement, declaring rides from the affected were free for customers (meaning Uber was sponsoring its users by footing their fares passengers would otherwise have incurred) . Damage on the company's image was however, already done
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