[gruez]

>Imagine going to Nike.com, but Nike has to sell on the usp website at the ups price because they deliver the last mile package…

That's basically how retailing worked before direct-to-consumer? Even with Nike you can get their goods through a variety of distribution channels.

[what-the-grump]

Sure because you had to distribute sales and place product. You shifted marketing off to the retail location and distributor and you still controlled the price / mark up.

Pizza is already sold, the last mile delivery should have zero impact on its retail. Right now the last mile delivery has a near monopoly on retail of a restaurant. Pretending that toast/grubhub/seamless somehow benefit the customer is pure rubbish.