Hi, Federico (one of the co-founders) here. We thought a lot about talking in terms of Uber (or Heroku in the add-ons part) and we are aware of this fear of nam

Hi, Federico (one of the co-founders) here. We thought a lot about talking in terms of Uber (or Heroku in the add-ons part) and we are aware of this fear of name dropping. The reality is that we think Uber is a whole lot more than a simple "Connect X driver to Y passenger". They've created a mesh of human transport infrastructure that can take you from point A to point B in the most efficient way. Trust me, the technology behind this is not trivial and their system is almost like a living being, constantly changing itself to meet demand. We're doing the same with trucks and commercial cargo. We don't have the "I need a ride now" problem (although we do have schedules to follow) so it makes it a bit easier for us. On the tech side this means that we have to predict supply/demand for the products we move. We also have to take the 2000+ trucks we have and treat them like a big pool of resources so we can get volume pricing, make good use of deadhead miles (done with location/route info.) and optimize underperforming routes (by getting more customers A -> B/B -> A.