[jonathanmarcus]

Fantastic idea.

However, I'm at a complete loss when trying to understand why Intel Capital would lead or even participate in the financing of an e-commerce merchant. I can't imagine Intel Capital's investment mandate is this broad.

[josh2600]

Goldbely is a logistics company. While it's true they're doing food, logistics of this nature could be applied to other fields pretty easily.

The hardest part is setting up initial distribution and sourcing; once that's done, adding product lines becomes fairly trivial. That's how I perceive the Intel involvement.