I may live within 5 minutes of a super market, but it's still a time-consuming (up to one hour to shop) activity that I find inconvenient and have to do very regularly. I would gladly pay a premium (and I do, via Instacart) to have it taken care of for me.

Before I started getting my groceries delivered, I would find myself regularly ordering delivery food (also online via foodler) and spending way more money because I was too tired/lazy to run to the grocery store after work.