I have never worked in the food delivery industry (tech or otherwise), so I'm not in a position to make any assertions about it. From my limited vantage point, it seems that churn becomes less of a factor when you acquire and absorb/digest your competitors. Maybe that's the play here....buy the competition and then push the margins upward by (A) granting fewer introductory discounts, and (B) pushing on vendors to fork over more of their own margin.