But there are so many services out there, and instacart isn't a particularly good one. There are services like fresh direct/amazon fresh which are based on delivery as a primary concept, and there's the services spun up by the individual grocery stores (which don't have the same crazy fees as instacart, and generally have more accurate listings).

Especially given that wholefoods is now going to deliver direct which was one of the primary uses of instacart (delivery from premium stores), demonstrates that their utility is fading.