Maybe I was not clear - the point that I was making the instacart killer is not a specific whole foods product. It is whole foods doing order picking/delivery using its own trained workforce that knows that specific store and is fully integrated into the logistics pipeline of WF. In the race to the bottom WF does not even need to charge more than a nominal fee for delivery with zero upcharge on the product (of course it would right now since Instacart showed that people will pay markups even for inferior service, which means they will definitely pay such markups for the superior service)