Also from the article:

> Uber Intelligence will let advertisers securely combine their customer data with Uber's to help surface insights about their audiences, based on what they eat and where they travel.

So the companies have the identities. It sounds like they're going to be learning something about their customers, the question is just how much detail they'll get.

Everything? Ok, everything. Names "anonymmized" (but easily trackable) and the list of addresses. Why not sell it to get money? /s