[MattLaroche]

Instacart is a neat concept, but knowing that they charge more on items than the store charges irritates me enough that I don't use it.

I'd rather pay a clear delivery fee and not feel that I'm paying extra for every item than have free delivery but a mark -up on every item. I know that financially it might come out to the same thing, but psychologically I get annoyed that they charge me $4.99 when Trader Joe's charges $3.99.

I'm hoping they hit the scale where they can take some of their margin from the store (Trader Joe's specifically). Instacart Plus is a step in the right direction there.