This is an excellent piece of strategic PR inasmuch as it refocuses the debate on the email issue (as is evidenced by the below posts), and obfuscates the real issue, which is that Instacart changed the terms of service and proceeded to charge people, something to which they never consented. Whether or not Instacart bothered to inform their customers about this fact is irrelevant; they shouldn't have done it.
From a customer standpoint, their actions are appalling and the apology is obviously unfulfilling and fails to recognize or rectify the true issue. But, from a business standpoint, this post is very strategic and effective at mitigating public outrage. Although I'm still upset by the choices that Instacart made, I can't help but appreciate the effectiveness of their response tactics.
For some reason this strikes me as the rule "it's better to ask for forgiveness than ask for permission." If I'm being pessimistic, I would assume they decided to automatically opt users in, charge them, and create this hubbub and just apologize about it later. However, the good person in me decides to believe that they are sincerely apologizing for a bug.
Anyone commenting here actually know if there ever was a contract with the early adopters? It could have said for all anyone knows that "this is a beta service, it most likely won't remain free forever and we reserve the right to change the pricing model at any time."
From a customer standpoint, their actions are appalling and the apology is obviously unfulfilling and fails to recognize or rectify the true issue. But, from a business standpoint, this post is very strategic and effective at mitigating public outrage. Although I'm still upset by the choices that Instacart made, I can't help but appreciate the effectiveness of their response tactics.