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Why "Uber for nurses" and not the actual company name in the title?

According to the article the name is ESHYFT. It sounds like a brand of electronic found on aliexpress but with less quality!

Please invest in my startup, ENSHITIFY

Which one?!

I think I once bought an iPhone charging cable from you guys on Amazon.

It lets me know the company is bullshit in a way the company name never would.