I think this is an indication that consumer expectations on the cost having an item delivered in less time than it takes for a hot meal to cool down are not rea

I think this is an indication that consumer expectations on the cost having an item delivered in less time than it takes for a hot meal to cool down are not realistic. We've been conditioned to believe that it costs a couple of bucks (or nothing at all!) to provide this service thanks to the vertical integration of pizza shops and more recently other players. If we paid the true cost of having an item picked up and delivered to us within minutes then frankly most of us wouldn't bother.