But those companies operating for half a century hadn't done it with a cell phone app. It's like pets.com and their unique angle of doing business on the web.

But those companies operating for half a century hadn't done it with a cell phone app. It's like pets.com and their unique angle of doing business on the web. Ok, sarcasm aside, the article does point out a lot of quick-adaptation risk-reducing operations -- from not "cowboying it" with the law to getting card info from a critical mass before opening a route. It's an interesting read. Looks like there's a reason they've gone more amazon than pets.com (although it probably can't scale like amazon).