at what point is it safe to say the best option for Uber is to burn to the ground and re-build?
The kind of corporate culture that encourages and permits this and other scandals, that Uber cannot seem to stop having, is not worth preserving. Let the market fall to its competitors - the entry barrier isn't particularly high at this point anyways.
One thing I find interesting to consider is how "uber" succeeded in becoming a verb in popular language similar to how "google it" is the equivalent of saying perform an Internet search. Once something gets ingrained in language like this I feel like it affects us psychologically - the average Joe can still choose between Uber/Lyft/xyz, but it's so easy to forget the competitors' names when other people are using language like "uber over here and meet me".