It's not a smear campaign; it's a feeding frenzy. When public perception shifts one way or another, the stories follow to cover it in that angle (though you'd expect at some point there'd be some contrarian hot takes that take an apologist stance towards Uber, maybe something like "Don't blame Uber. Blame the tech industry/gig economy/etc."). There's something rotten at the company, so journalists will naturally shift to cover it and dig up every juice piece of mud they can rake.

Same thing happened to RIM a few years back. None of this is personal. It's just a domino effect.