If you're a cloud-based taxi company that's under fire for questionable ethics when it comes to potentially exploiting a strike for profit, what do you do?
Develop flying cars, that's what you do. Because everyone likes spaceships.
Offering us a glimpse into a Jetson-esque future, Uber has hired a NASA engineer to lead its new Elevate Division, outlaying its plan to dominate the skies as well as your Saturday night journey home.
Last October, the company released a white paper that envisioned a flying taxi service as a network of lightweight, electric aircraft, dubbed VTOL (short for vertical takeoff and landing).
Bringing 30 years of experience in the field, Moore's research at NASA explored how advances in robotics, autonomous systems and electric propulsion can aid in creating a new kind of aircraft.
Speaking about his new appointment, Moore said: "I can't think of another company in a stronger position to be the leader for this new ecosystem and make the urban electric VTOL market real."
Uber's flying car vision sees people riding from their homes to nearby "vertiports" placed throughout a city, with the air taxis only needing ranges of between 50 to 100 miles.
Speaking to Bloomberg, Moore believes that the cars can be partially recharged while passengers are boarding or exiting. While also predicting that we'll see several well-engineered flying cars in the next three years.
There's currently no concrete timeframe for when Uber Elevate will become a reality (or whether all the cars will be hovering Toyota Prius'), but the company has a reported £9 billion reserve set aside for developing the future of ride-sharing, so they definitely have the resources for it.