The problem here (for me personally, at least) is that Uber is not in the business of selling dates/"encounters" and that people don't expect a ridesharing company to go right for the sexual data. Even OKCupid is straddling the line here with http://blog.okcupid.com/index.php/we-experiment-on-human-bei... noting that:

  To test this, we took pairs of bad matches (actual 30% match) and told them they were exceptionally good for each other (displaying a 90% match.)

That's really not something people like having done to them. And the "HN crowd" shouldn't have an expectation of privacy and decency in data? Of course they're analyzing data, but it's really the viewpoint from which they do it that is unsettling. OKCupid says "no, duh, we're unethical. Deal with it." Uber says "Check it out! We drew a line between social security checks and prostitution!" (as waterlesscloud notes at https://news.ycombinator.com/item?id=8644138 )

There are a million more beneficial ways that people could be using the data. Fighting hunger, poverty, illiteracy, etc., to me, is a "good" use of Big Data. Looking at sexual habits (when you're not selling sex) or openly manipulating people to get data is, to me, a "bad" use.