I think often "escalating within the company" either (a) doesn't accomplish anything or (b) simply takes too much active time and effort for what is likely to o

I think often "escalating within the company" either (a) doesn't accomplish anything or (b) simply takes too much active time and effort for what is likely to only ultimately be an individual solution. If you really believe that you are a member of an entire class of people that are being wronged, the right thing to do is to increase general awareness that the company is behaving in a way that you believe is unethical. Also, a company like Instacart should regard such an expression of customer frustration as something to learn from, regardless of its short-term impact to the bottom line. In the long run they have the potential to be a much stronger company by incorporating customer feedback; especially where it seems that a number of customers identify with that frustration.