Could these be sales people giving a per driver incentive? Or was it from the direction of a manager? If it was sales people, fire all of them. If it was a manager, fire him or her. Then issue a press release.
I had not heard of this before, but I'm not sure what point you're trying to make. Uber said they're looking into the matter. I would assume that, if this story is actually true (I'm inclined to believe it is, but sometimes people do make things up), then the driver will be fired. I don't know what else you're expecting them to do.
