So "Hell" was the name of their program for tracking Lyft drivers, and "Heaven" or "God View" was the name of their program for tracking Uber passengers. The allegations of Uber employees abusing the privacy of individual passengers using God View go back to at least 2014, so this actually isn't anything new, just more specifics about who they were spying on. See here for a screenshot of their God View emailed to a journalist without her permission: https://www.buzzfeed.com/johanabhuiyan/uber-is-investigating...
And see here for their cute Dr. Evil mascot that's part of their God View, which doesn't seem so funny any more: https://www.engadget.com/2014/11/19/uber-godview-tracking/