[byoung2]

I think for online-to-offline startups you have to look at both sides of the equation (maybe inequality is a better term). The interface is less important than the physical fulfillment of the product or service. Cragislist is a perfect example of this. In your example, I'd be more interested in how the food tastes, and how well delivery works.

[sethwm]

I think that's right. Anecdotally as a user of Peach, the four biggest complaints I've had/heard are: 1) late delivery 2) food at wrong temperature when delivered 3) food doesn't taste good 4) people tired of the same menu options repeated too often

[jmzbond]

Fair points