Well said, never realized the arrow in FedEx. Yeah, I'm still to become a Uber user, but reading that article made me feel like they're over-doing it a bit much.
Google re-branded themseleve just last year (before the Alphabet switch over). People hated the new typeface etc, etc. but that doesn't stop anyone from using Gmail or Google search.
Point being, when you get to a certain size it really don't matter if you use comic san for your corporate type face. That's not going to change the public perception of you the company.
All the brand work, rebranding etc etc are just a way to make the people within the company feel good about themselves.