This seems like a purely PR move. Not only is there nothing wrong with that, it's probably worth figuring out how other people can get national press with flimsy stories.

I see what Uber gets out of this, but what reason would the NFL Players' Union have for participating in the marketing of this? I don't remember hearing a lot about drunk-driving players in the press, so essentially the Players' Union is making it a topic of conversation.

Why?