Uber is one of the most recognisable brands in the world. It's embedded itself in our language and revolutionised the way we think about transport.Since emerging nine years ago on the streets of San Francisco, the edgy digital disruptor has upended an entire industry business model and made ride sharing cool.But Uber's ride to success has been far from smooth. Behind the slick marketing an aggressive corporate culture has been at work.On Monday Four Corners investigates how Uber has been outfoxing regulators and outmuscling its competitors in Australia and around the world.