I thought so too. However, the valuation of Instacart is now in the range of Whole Foods $3.4B vs $9.3B Expect to see much rougher competition from Whole Foods

I thought so too. However, the valuation of Instacart is now in the range of Whole Foods $3.4B vs $9.3B Expect to see much rougher competition from Whole Foods. They have quietly already started this with their coupon app[1] (the wedge) and pickup (powered by instacart)[2] [1]https://www.theguardian.com/business/2016/feb/10/whole-foods-introduces-digital-coupons-app-shoppering https://www.theguardian.com/business/2016/feb/10/whole-foods... [2]https://pickup.wholefoodsmarket.com/ https://pickup.wholefoodsmarket.com/