I agree with you on the Chipotle experience, surprisingly well done. Ambitious is right - I feel like the 8% is too steep a barrier to entry. If they launched

I agree with you on the Chipotle experience, surprisingly well done. Ambitious is right - I feel like the 8% is too steep a barrier to entry. If they launched it at 5% I could see it getting much higher adoption. Do you think it's as simple as "they can always drop it" or might a competitor outdo them on price and become the standard?