We generally try to do things that give a return on investment and don't burn money for no reason. This one most certainly had the ROI. It took 4-ish people to build it in under a year and it removed significant pain and increased developer velocity for hundreds of other developers. Many of whom are working on things that allowed us to be profitable at our IPO.

We're not just a shopping cart product. I thought the same before I first joined but it turns out getting groceries to your door is incredibly hard to do at nation-wide scale.