What makes Rubicon’s plan potentially important is the fact that its entire business is structured around reducing the cost of garbage collection and finding new ways to recycle materials that would otherwise get dumped in landfill.

Unlike Waste Management and other garbage giants, Rubicon doesn’t operate its own trucks or own any landfills.

Rubicon’s entire business is structured around reducing the cost of garbage collection.

The idea, says Nate Morris, co-founder and CEO of Rubicon, was largely the brainchild of Oscar Salazar, founding CTO of Uber, who is now joining the company as chief technology advisor.

The request itself still has to go out to Rubicon’s network of haulers.

One key to Rubicon’s business model is that it helps small hauling companies compete with multibillion dollar enterprises for business.

The app is still in beta testing in several markets, but Morris says he expects to launch it publiclyIn the coming months.” As Rubicon’s network of haulers grows, Morris says the goal is to ensure pickups within half an hour of every request.