The brand video reads a little pompous and I haven't really taken a liking to the new icon yet, but I don't think the concept in the brand video is really that faulty. Uber is one of first companies to integrate software with an external consumer-facing physical service on a big, meaningful scale.

The whole bit-and-atom routine may be a little cheesy if you are a marketing skeptic, but it's fairly reasonable by Corporate Marketing Speak standards.