Freight matching services or “freight exchanges” have become one of the hottest topics in Freight Transportation over the past few years. Venture capital funds, private investors and others have poured at least $200 million — and potentially substantially more — into dozens of on-demand freight start-ups, including Flexport, Transfix, Loadsmart, Convoy, Doft, Cargo Chief, TugForce, HaulHound, Parade, Ship Lync loadsurfer, freightcenter, freightfinder, Freightera, Freightcome, Pickmyload and others. There are new companies entering this space on a nearly daily basis. Uber, the controversial but successful online taxi app, has recently announced that it is entering the freight matching arena. What is the attraction?