whats their angle here? Gather data about customer's unhealthy eating habits and sell that to insurance companies? Show sports-related ads to people who eat healthier?
Amazon Fresh is easier to automate. I was surprised the pushed Whole Foods delivery in the first place, they were basically using the instacart model where a personal shopper grabs everything, very labor intensive.
The deliver straight from warehouse model has strong potential to be more efficient than a grocery store, even with free delivery.
It's a bait and switch like the original Prime membership. Offer really great deals for members at first then start jacking up prices once they're hooked.