That true. I think the value such an API / service would provide to florists is that the service / API would:

1. Handle online ordering so they wouldn't have to 2. Drive customers to them

And do so in a way where they could still have a "personal relationship" with the flower purchasers.

The single downside, that I can see, is the whole "reviews" issue (I have no desire to become like Yelp and be known for "shaking down" businesses). I'll have to think about that.

I'll take your advise and talk to a couple florists. I don't think they, the florists, would need to handle the subscriptions. As long as they allowed repeat orders and they handled them independently they wouldn't even need to know it was a subscription. The main thing to discuss would be some kind of discount if the service could guarantee some level of purchasing from the subscriptions.