[brudgers]

I'm not sure "unpopular" is the way I would describe Uber's perception because I think many people's perceptions are framed with consideration of how they might act or feel in the circumstances that have been described.

I've observed that companies make quick judgments about hires based on where they have worked all the time. That there are favorable and unfavorable companies to have on one's resume is among the premises of career management. Keyword search bakes that premise into the hiring process.

It is worth looking at a case where it is known that working for specific companies excluded candidates from consideration: Silicon Valley's no-poaching cabal. If those companies used key-word search to exclude candidates there was nothing illegal in and of itself in that act (it was the collusion among companies that was illegal). It is as easy as flipping a bit to divert a resume with 'Uber' to the bit bucket as to the advance buffer.