Whilst the statement from Uber's CEO was undoubtedly welcome and well-crafted, it demonstrated a failure in campaigning terms.

The firm's instant response was not just to throw lawyers and PR people at the problem, not necessarily any bad thing (!), but to enrage its users and encourage them to sign a petition. It is currently nearing 800,000 signatures.

To get that amount of signatures is undoubtedly impressive but does nothing to address the underlying issues and the changes the company needs to make to continue operations.

In other words, it failed to address the problems or understand the decision-making process. In issuing his statement, the CEO in effect recognised this and undermined the value of the petition.

Should things not work out for Uber then they will find getting another petition going much harder and the impact will be greatly diminished. They cried wolf once....

So the 'campaign' peaked too soon and failed in understanding its target. It is not just about the, delayed, reaction of the CEO.