Yeah. I mean, we also have somebody who cleans our house, she loves working for us (her words) and we really do not have time to do it ourselves (I went looking

Yeah. I mean, we also have somebody who cleans our house, she loves working for us (her words) and we really do not have time to do it ourselves (I went looking for someone after I found myself vacuuming the kitchen floor at 11pm and thinking 'hmm should I iron my shirt after this, or get up 15 minutes earlier tomorrow to do it then...), and yet it feels somewhat 'wrong' - both from the side of having someone else do what you're 'supposed' to do yourself, and the idea that you pay someone else (much) less than what you make for it. Some with the groceries, having people deliver stuff into your kitchen using a service they cannot afford themselves. And yet I didn't feel bad buying a house from a real estate agent that was more expensive than his. It's a strange phenomenon, it must be common among people from a lower-middle class background like myself who socially have moved up into a territory that was considered 'high brow' by my 'old' environment. Anyway, to tie this back into the grocery deliveries - I think this is a major issue for marketing people in these supermarkets working on these new offerings. Their target market must be (at least initially) working professionals with two incomes, probably with (young) children, and many (most?) of those must have similar apprehensions to what I experience(d). I tried to pry some info on that away from a marketer once when I was interviewed as part of a focus group study on something similar, but either she didn't want to let up or she genuinely didn't know what I was talking about... If anyone knows of literature on this topic, I'd be very interested. It's not something I ever hear about, it's somewhat taboo (or at least considered bad taste) to talk about this in real life (in my experience). Which I understand, it is after all almost a 'poor me, I have so much money I have buy another wallet' style problem.