I think this article hits the nail on the head. When I use a grocery app, I'm usually shopping at Whole Foods. By modifying the structure so that delivery is

I think this article hits the nail on the head. When I use a grocery app, I'm usually shopping at Whole Foods. By modifying the structure so that delivery is a feature (Much like Prime), instead of a separate good, they'll be able to take most of the current players in the space to the cleaners.