According to CNET, it's not actually a grocery logistics outfit, but a delivery company. They're just delivering groceries ... from the local supermarket. A remote shopping and delivery service, limited currently to groceries. I foresee and expansion into restaurant delivery, too.

If it bombs, it won't be because they can't keep the lettuce fresh from the field to your door, it'll be because you just can't do Ultimate Delivery for $99/yr.