nytimes.com – Continue reading the main story Share This Page Share Tweet Email Save more Continue reading the main story In just four years of operation, Uber has ignited a new global ride-sharing industry with the promise of transforming urban transportation and helping many people get by without owning cars. But these days, the hot start-up is facing its toughest challenge yet — curbing its ugliest, most aggressive impulses before its win-at-all-cost culture begins to turn off investors, potential employees and the ride-hailing public at large.

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