Is it the exact same thing, though? Can I send Lob a picture via SMS with some text and an address and have a postcard sent? If not, then maybe that's where the extra cost comes from.
I don't understand your issue with this. Are you opposed to making profit or are you jealous? I know that I am a bit jealous of not coming up with this.
Too often we feel like because someone else did something first, or theirs already became popular, that the opportunity is over. That denies the world your variation, which might turn out to be much better.
Maybe I will give it a go ;)