In what is perhaps the most transparent and poorly timed PR move of the season, the under-fire on demand taxi service is offering anyone who wants a free, cold treat the chance to order one through their app.
All you have to do is open Uber between 11am and 7pm, set your location and slide the ride selector all the way to the right.
The ice cream -- specifically a Wall's Cornetto -- will be on its way, for free, as long as you order before the rest of the country gets around to it.
Unfortunately Uber hasn't picked a good day. With temperatures sinking from 11 degrees in Edinburgh to just barely above 18 in London, with more than 40mm of rain forecast to fall in 24 hours in some areas, it's unlikely that your office will be "sunbathing by the window" as Uber puts it.
Still, WIRED imagines that many people will still take Uber up on its offer of a free iced treat anyway. Like Uber itself, the promotion is open in eight UK cities and you better get in quick and be prepared for the worst -- as fans of Simon Pegg, WIRED knows that things tend to take a turn for the disastrous as soon as someone orders a Cornetto.
Meanwhile Uber continues to fight its corner in an increasingly global confrontation with municipal authorities, entrenched cab industries and other taxi apps.
Still, free ice cream.
This article was originally published by WIRED UK
