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I'm pretty sure Uber has done their research into how to make this work. It's probably not a question of whether they can solve this, it's most likely a question of what they've already done to solve it. This announcement is probably them just getting ready to open it at beta scale. Pretty sure this isn't an MVP esque landing page where someone said "what if we did Uber for freight?" (just want to make it clear that those are my words and totally not what you said :) ). My guess is that Uber already has a list of small partners they've manually brought on. If history is any indication, they'll do whatever subsidizing they can to own this market.