Its definitely a luxury service but often luxuries like this really improve quality of life, especially of people who aren't able bodied like elderly or disabled folks. Its helpful to think of them as the customer base in addition to the "tech person with money to burn who doesn't want to hop in their car" we often default to.

I live in the US - no car. No grocery store close by. Only real option is to use an Uber which is more expensive than using DoorDash.

Right.

It's fantastic when I travel. I usually book a hotel or AirBnB with a kitchen and then use instacart. I don't like the constant eating out when traveling and this has significantly improved the quality of vacations.

Utterly alien to me to pay to have someone shop your groceries and deliver them. I enjoy walking the supermarket/costco and poking around and buying what I need. The thought of paying 30% more AND lose that as well is a nonstarter.

The really are whole different worlds out there!

So is Uber, AirBnb, McDonalds, and plenty of other billion dollar companies with externalities that negatively effect society.