I'd assume the reason they are only in Seattle is because the margins on grocery are slim and the logistics a nightmare. So they are dipping their toes into the

I'd assume the reason they are only in Seattle is because the margins on grocery are slim and the logistics a nightmare. So they are dipping their toes into their home market first. Effectively eating their own dog food for lack of a better expression. Launching in tons of cities requires lots of distribution points.