Hahahaha ... so you're the dude wandering around in the ivory tower doing the Unknown Comic impression ... LOL
I would suspect NFI Jessica was caught in a catch 22. Most likely it was a load that was supposed to go by rail, but for some reason or another, it missed the train. In an effort to get it where it was supposed to be on time it was offered out to OTR carriers at the rail rate in the hopes that someone would need a load going there. Chances are, if no one took it, that it ended up going by rail anyways.
As for the $1,500.00 everyone keeps speculating about, the going rate Toronto/Calgary for a reefer is about $5,500.00. The offer of $4k for the load assumes a $1,500.00 profit. In my experience, NFI doesn't work like that.