Uber is adding new safety features into the app. This is good for customers! And some of the features—like identifying phones and cars with high-frequency sounds—are super cool. But it’s also important for Uber. They disrupted the norms and culture of transportation, and lots of bad things happened along the way. They need to fix that, and of course they are still trying to rebrand from the crazy days when the company was run like a pirate ship.