Yeah, that was my thought as well. Logistics companies have been operating computerized dispatch systems for decades: it just never made sense in the taxi business because prior to widespread smartphone adoption, the systems were too expensive relative to the amount of money a single taxi makes.

This might be attractive to small shippers, but yeah, anyone who does any volume of shipping by truck likely already has a computerized dispatch system that's probably integrated into their warehouse management software (so they don't even have to order the truck - the warehouse just does it for them when a shipment is entered into the system).