I generally agree with you here, since it seems like "tech" or "not tech" should be based on services actually provided (ie selling physical books online isn't

I generally agree with you here, since it seems like "tech" or "not tech" should be based on services actually provided (ie selling physical books online isn't really tech). Except, many of these companies have a second, b2b service that they're cultivating as a goal unto itself: customer attribution, identification, aggregation, etc. Companies like goPuff (or Amazon, but Amazon has a hand in everything so is more complicated for this example) have a core "not really tech" service of online ordering of human-delivered goods, but they are actively working to turn all of those engagement/sales/preferences info into a packaged product they can sell to brands and marketing companies, which is at its core, data aggregation and analytics as a service...so "kinda tech"?