[jasonwocky]

Interesting. Slightly OT, but my family started using FreshDirect in NYC when we had our second child. Figured we'd use it to get through those tough first few months, exhaust our "free delivery" phase, and be done with it. But what's kept us customers is that the produce quality somehow is consistently better than what we can get at most of our local markets (or on par with the upscale / expensive ones).