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Can you clarify what you mean by "prices are consistently reasonable"? We do try to publish precisely what business model we are operating with pretty prominently on our storefront (e.g., if we have price parity with the store, or have a markup).

(engineer @ Instacart)

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It's been a couple years since I've used Instacart, but I remember Costco deliveries being consistently expensive enough that I was better off going to the store myself unless I was literally crippled (which I was at the time).

since then, we've formally partnered with Costco and have adopted their online pricing model (still more expensive than the store, but not by very much): http://www.sfgate.com/business/article/Costco-debuts-new-gro...

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