Uber clearly crossed the line when their executives voiced out load their frustration with the media and then continued talking and imagined how nice it would be to give the media a taste of their own medicine and do all sorts of reporting on them personally.
It's fine to have those little fantasies in your head - but that's as far as it can ever go. What's troubling is that the Uber exec honestly thought it was acceptable to give words to those thoughts... I'm wondering if alcohol was involved.