Most interests are pretty simple keywords so it'd certainly be possible to do algorithmic matching on the backend. But the article doesn't actually say they'll

Most interests are pretty simple keywords so it'd certainly be possible to do algorithmic matching on the backend. But the article doesn't actually say they'll use profiles to choose drivers. More likely they'll continue sending you the closest available driver (at least at first), and if their profile indicates a shared interest, great, now you have something to talk about.