And Peapod is only about $10 (for orders over $60)--and that's with me being far enough out of a city that I can't get Instacart or most services of that type. An effective ~10% adder on prices that are probably not rock bottom is still more than a fair number of people will want to pay. But I agree it's hardly a 1%er luxury item.

I'd probably use Instacart if I could get it. I just didn't find Peapod all that compelling when I was using it because of an injury.