Apparently you didn't read that article or you would see what they are doing...every load of laundry gets a cookie or healthy treat delivered with it. Clearly a game-changer.
The cookie is the secret, they fatten up their customers with the free cookies and in a year pivot into an apparel ecommerce play now that their user base has outgrown their clothes.
The clothes are undersized compared to average so the customer base feels extra obese and they pivot into a social fitness tracker network and an on-demand healthy meal provider with an IOT ordering widget.
Why not a jelly donut with powdered sugar? Boom recurring revenue stream!