i agree. this way unilever is getting a foothold in another category in which they can undermine P&G's profits, even though in a bit by bit fashion. they will surely bundle DSC concept with existing personal care portfolio. on the contrary, p&g is galaxies far from hurting unilever's profit maker : ice cream business. still it is clear that gillette acquisition was the best thing p&g did in its his entire history. they wouldn't have survived profit-wise otherwise.

IMHO, DSC model (subscription based company directly owning supplier to consumer chain, offering nice price + convencience) is the way to disrupt incumbents in consumer goods even though they will never get as big or as strong. there are lots of products which we do not care which brand we purchase as long as a certain level of quality and on-time sufficient delivery is ensured. i would definitely subscribe to a service which analyzes my consumption and delivers all "non-critical" products to my home/work location.