The techcrunch article title is misleading - they don't want to be Amazon; they're not maintaining warehouses (which may prevent them from crashing like Webvan)

The techcrunch article title is misleading - they don't want to be Amazon; they're not maintaining warehouses (which may prevent them from crashing like Webvan). They're effectively delivery people that you hire to bring you products from local stores, which is a very different market. Regardless, there are a lot of dead companies that litter the path for a product like this. I'd be surprised if Instacart succeeds.