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A look at recent coverage of ride-hailing company Uber is, forgive the expression, like watching a car crash. It's horrible (for everyone, including employees, drivers, passengers, investors, and people stuck in traffic) but hard from which to look away.

And now the venerable Time magazine is piling on, with the cover story for their June 26 issue blurbed as "Uber Fail," penned by San Francisco Bureau Chief Katy Steinmetz and the publication's executive editor Matt Vella.

The report, which dropped online Wednesday, doesn't contain much information unfamiliar to those who've been following the beleaguered company's spiral. That's not a diss, not at all! As a weekly news magazine, it's been Time's job since 1923 to gather the disparate bits of news on a topic into a solid package for mass consumption (one might in fact argue that mags like Time were the original blogs, just printed out onto paper). If your non-urban friends "don't get what the big deal is about Uber" this is a perfect story to send to them/post on their news feed.

It's the cover that, to me, is one of the toughest hits Uber's taken this week -- and this week, Travis Kalanick took a leave, Uber's #2 man bounced, a board member quit over a sexist remark, and a woman who was raped by an Uber driver is suing over that bounced #2's alleged unlawful acquisition of her medical records. (This week! This all happened this week! Christ.)

That's because the news of Uber's many, many failings isn't just the stuff of daily newspapers and blogs, it's now at the supermarket checkout stand, right between speculation on a Jennifer Aniston pregnancy and Scott Disick's latest romantic misstep. To many Americans, it's only when a headline hits the glossy cover seen at a grocery store point of purchase that news becomes "real" and they take notice. It's bad, non-urban buzz like that, my friends, that should make Uber "real" scared.

Update: This afternoon, Uber just sent the following email to...riders? People who've been threatened by drivers? People who wrote mean articles about them today? Anyway, here it is: