Future scenarios, such as AR/VR, pose challenging latency and bandwidth requirements in 5G. This need is complemented by the adoption of cloud principles for providing services, particularly for virtualizing service components with which virtualized instances can appear rapidly at different execution points in the network. While providing service endpoints close to the end user appears straightforward, this early service break-out is currently limited to routing requests to Point-of-Presence (POP) nodes provided by a few global CDN players deep in the customer network. In this paper, we propose instead to turn the edge of the Internet into a rich service-based routing infrastructure with services being provided through edge compute nodes, without needing indirect routing. Our approach interprets every IP-based service as a named service over a (L2 or similar) transport network, requiring no per-flow state in the network, while natively supporting both unicast and multicast delivery. The solution allows route adjustments in time scales of few tens of milliseconds, enabling rapid failure recovery, extremely responsive load balancing, efficient mobility support, and more. We implemented our solution on standard SDN-based infrastructure and in mobile terminals in a backwards-compatible manner, enabling a performance evaluation that shows significant improvements in network utilization as well as flow setup times.