Indeed, the protesters who believed they were seeing the company's relationship with Trump in political terms were actually seeing this in conventional brand terms and zooming in on the disconnect. Uber's customer base is strongly young, urban, and progressive, and therefore out of sync with the Trump base. Brand-conscious millennials saw this as beyond policy dickering and as part of an epic identity clash. The Trump White House stood less for government and the push-pull of competing interests and developing policies, and more, in a brand-savvy world, as a fixed and unpopular cultural symbol.