The issue the article points to is both companies provide insurance products: Lemonade for renters and T-Mobile for its own handsets. I’m not convinced the average consumer would be confused by the two, however.
Acquiring drivers can be seen equal to customer acquisition within a software company. Yes the bottleneck of Uber is recruitment, but is it also not customer acquisition at any software/“tech” company?
By the definition above, clearly a “tech company”, no? Uber produces highly scalable tech, and can deploy it rapidly amongst a sea of contractors and riders- who are essentially consumers of the app.