Seems to be the legacy taxi industry fighting back with somewhat ride-share-like pricing ("avoid surge pricing"), "professional drivers, more thorough background checks and vehicle inspections", "price shown in app will still be an estimate, not upfront pricing". Currently in NYC, CHI, DC, PHL, MIA, FLL, LA.
[0]: https://www.gocurb.com/
[1]: https://www.ridester.com/curb-app-work/