One million households lost power in Florida, and at least three people died, after Hurricane Irma made landfall Sunday morning. Bloomberg reports how Uber tried to help: Uber Technologies Inc. is offering free rides to shelters near Tampa as Hurricane Irma barrels toward the Florida mainland. The City of Tampa's Office of Emergency Management publicized the free rides on its Twitter feed, @AlertTampa, and mobile news alert service. Uber's offer helps serve a vital need for transportation, as Tampa Bay area residents got late notice that the monster storm that changed track on Saturday and was heading their way. It also provided a chance for the company to burnish an image... Uber has also been criticized for using its so-called surge pricing in times of crisis.