[gojomo]

To do this for everything, indefinitely is obviously a problem. But to do this for a subset of products, even a very large subset, while building capabilities may be a good idea.

It lets them start winning customers by demonstrating their planned comprehensiveness, much earlier. Any entry to this retail space is going to require big risks, big capital, and a long climb. Amazon needs competitors. Succeed or fail, I applaud Jet for trying.