I worked on the earlier iteration of this at Uber. I was curious why more people didn't call it out at the time. Yes, using cell phones and Uber's market share to make demand responsive microtransit is an interesting idea. Yes, it can work relatively well in areas where there isn't enough demand for fixed route bus service but there is sufficient demand for this type of service. On the other hand, every public transit nerd will tell you that microtransit has serious limitation and is often used to negative effect in areas that would be better served by fixed route bus service. The sad thing for me was that almost no one at Uber knew anything about public transit or transportation in general. The claim that it's just a bunch of tech bros reinventing the bus (again) sadly rings very true to me. As someone that was there.