Oh I get it - that's clearly a distinction to hammer home for the benefit of Uber. As the article points out, one of the competitive advantages Uber has is the rapid pace of pickups in Manhattan - within two minutes. Quite a remarkable achievement in getting the efficiency of "pre-arranged travel" down to less than 120 seconds.
I wonder what the conversations around Melrose Credit Union were like when they decided to, metaphorically speaking, put all their eggs in one basket.