[jonmc12]

"Delivery services have been using routing software for years" - yes, but not on a real-time basis. Solving real-time resource allocation vs routing a driver on pre-scheduled deliveries (like UPS) is a different problem with more complexities.

E-courier in the UK (http://www.ecourier.co.uk/) is one example of such a tool implemented at scale - they've demonstrated lower cost and compete successfully on lower pricing. And, guess what one of their founders just left to do? Basically created the UK version of Amazon Prime+ (http://www.shutl.co.uk/), leveraging the E-courier delivery service for efficiency..

Often the way to alter the market is to lower cost below a threshold where new utility can be provisioned to customers.