(FILES) This file photo taken on March 10, 2017 shows Uber signage is seen outside the entrance of the ride-hailing giant's office in Hong Kong. AFP / Anthony WALLACE
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Hackers were able to steal data for 57 million riders and drivers, and Uber concealed it for a year after paying $100,000 in ransom for the stolen information to be destroyed.For Vermont resident Jay Furr, the breach was the "final straw". He had stuck with Uber despite recent problems because of the service. For much of the past year, Uber has been mired in well-publicized problems.The company's polling has found that in 2015 Lyft passed Uber as the most trusted of ride-hailing brands, and trust in Uber has been eroding ever since.It's up from 12 percent two years ago as Lyft has expanded with more drivers in major U.S. cities.While Uber drivers lost personal data and face uncertainty over identity theft, it appears they'll stick with Uber.Marlene Towns, a professor at Georgetown University's business school who studies brand values, said Uber is testing the boundaries of how many scandals people will endure. While data breaches are personal to people, she still thinks Uber will get through this scandal as well.
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