Say what you like about Uber, going from a handful of drivers in its hometown of San Francisco to where it is now in just five years is impressive.
Legal issues and regulatory frameworks around the model have dogged the company almost since day, but equally it has created a concept in people transportation which simply couldn't have existed at scale half a decade ago.
Uber, alongside Airbnb, are arguably the only two truly disruptive businesses to hit the travel industry since online travel agencies and metasearch reared their collective heads and got serious traction some 15 years ago.
CEO Travis Kalanick is not the kind of guy who speaks at travel industry conferences (why should he, some might argue) and is generally perceived to be a CEO who just gets on with things, rather courting coverage or controversy (the latter being something Uber seems to be able to easily on its own anyway).
But a fifth birthday for Uber drew Kalanick to a stage to talk about the company and its vision for the future to staff, partners and some of its drivers.
There's a bit of a toe-curling, schmaltzy bit in the first four minutes where a driver talks about working for the company and then Kalanick gets a bit emotional about his mother being in the audience, but the rest is an interesting overview of how far the company has come and where it's possibly heading next.