Uber’s Delivering Mister Softee on Demand Today

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Surge price this. Photo: Mister Softee

"Demand will be very high and availability limited," Uber warns up front, but today it has enlisted a veritable fleet of Yogo and Mister Softee trucks to roam the streets of Brooklyn and Manhattan to try to bring frozen treats to everyone who summons them. The promotion goes until 5 p.m.; customers need only choose the "Ice Cream" option in the app; and the cost is $30 for six treats. We're told this is happening more or less simultaneously in 144 cities in 38 countries, something we'd like to see them try with cupcakes and kittens next time out. [Official site, Related]