I think you're right that it is just a stepping stone, and it may work like that, but I also see another option. With Amazon's Whole Foods acquisition and penc

I think you're right that it is just a stepping stone, and it may work like that, but I also see another option. With Amazon's Whole Foods acquisition and penchant for turning everything into scaleable infrastructure, I wouldn't be surprised to see an API for groceries released in the near future. Then every single recipe blog out there could simply have a button to "Buy this meal" and get it either delivered or assembled and ready for in-store pickup. It would be a game changer.