Interesting point. I don't want to take your example too far, but I would be more interested the labeling of my product which reaches 100% of potential ketchup

Interesting point. I don't want to take your example too far, but I would be more interested the labeling of my product which reaches 100% of potential ketchup buyers (assuming their eyes scanned the shelves) not just the 0.0001% who might be using ZipList AND decide to snag your brand as opposed to the brand they usually buy. Reading about how an application like ZipList raised $2M is surprising to me. I'm not angry or jealous (I'm happy for those involved, for sure) but it seems like a product someone would do for university project or something similar. Every recipe website I've been to has a button to print a shopping-list style ingredient list. I'm used to seeing numbers like $20k revenue for a popular shopping list app, not $2M in funding.