Under new CEO Dara Khosrowshahi, who came on board after last year's big scandal about the mass data breach and subsequent cover-up, has made efforts to spruce up its image.
I'm fairly sure he came on board *before* that big scandal hit. Okay, sure, the actual breach and cover-up occurred before he came on board, but the scandal itself was triggered when they finally did come clean about it, which was some months after the start of his tenure.
Coming clean about it was in fact one of the things he's done to try to fix the company's image. It didn't achieve that, although once he found out about it, it was a certainly a better idea to go public with it than to continue covering it up, because it would have leaked out eventually one way or another.
(personally, I'm kinda sad that the GDPR regs hadn't already kicked in by then, because however much pain all the lawsuits around that scandal are causing for Uber, they're nothing compared to what the EU would have been able to do to them under GDPR.