The title refers to this very specific bit: > It will operate under a new brand and compete directly with Uber and Lyft. It wasn't clear until now what the pl

The title refers to this very specific bit: > It will operate under a new brand and compete directly with Uber and Lyft. It wasn't clear until now what the plan was, if they would start their own service or run their cars inside the Lyft/Uber network. The fact that they will start a new service with a new name is pretty big news, and therefore not click bait.