Even for a company that takes a certain measure of glee in being abrasive outlaws, this has to be the most unnecessary customer relations shit show on Twitter not involving unsolicited porn.

Uber has officially taken its first step towards becoming the next Amazon—or the next vertical-crazy, growth-chasing Icarus (Fab.com, Gilt Groupe, Groupon, take your pick.) The car-hailing company began testing a $15 to $30 courier option in Manhattan today called UberRUSH and yes they're very serious about the caps lock.