I just tried it out. agreed it is a great experience, but i wish they were more upfront about their pricing. I figured they were just charging the delivery fee on top of safeway's prices, but later realized they are also marking safeway up by 5%. I'm sure most people won't notice it, and most people wouldn't really care about it even if they did know about it (myself included), but somehow discovering it on my own I couldn't help but feel a little bit duped.