One Less Cab App in New York. Thanks, Uber.

You’ve heard of Uber and Lyft but you maybe haven’t heard of Hailo, which is why this third-string cab-hailing app is shutting down in New York. For all three of you who used it, we’re sorry.

"We have… decided to end our operations in North America, where the astronomical marketing spend required to compete is making profitability for any one player almost impossible," said Hailo’s co-CEO and president, Tom Barr.

Hailo is yet another victim left in the wake of Uber taking over the goddamn world. In fact, Uber just got $17 billion to continue it’s march across the globe (literally, it’s in 45 countries already) and there’s no room for competitors with pun-based names. Realizing this, Hailo has decided to “pivot,” as the cool tech kids would say, and concentrate on their payment technology as well as a concierge service. You know, basically what Apple Pay does. I wonder if they just like to have their asses handed to them by companies with billions of dollars to burn?

Not that it matters to any of us, but Hailo will continue to operate as a cab app in London and other cities in Europe and Asia. The rest of us will just have to keep using Uber, even if it ruins our 26th birthdays.