I stumbled on this post today and when I read the Acme example, Uber did not come to mind as an example. It was only till I read the comments did I know that Acme was originally Uber. 

Just wanted to give some evidence that changing the example from Acme to Uber was helpful. 

Note that, since these causes are multiplicative, percentage here is calculated by first taking the log, then dividing

Could someone explain why you do this?