I'm not sure what the third company you're referring to is (I've read through the article twice and only see DoorDash and Instacart (which I guess is incorporated as "Maplebear", but not a separate company from what it sounds like), but I've ordered from both of them, albeit not recently (my wife and I have been using FreshDirect lately). The value proposition of getting groceries delivered for us is that we don't drive (or have a car) and the grocery store is over 20 minutes away walking distance from us. The extra cost to have them delivered is far less than the cost and maintenance of having a car, and the convenience of being able to have it done even during times when I'm busy working from home is added bonus. My wife also has a condition where the treatment is essentially turning off her immune system every six months, so the safety of not exposing her to something by doing shopping in person is not something I'd ever want to give up.

I guess I could like, get a shopping cart and spent an extra 40 minutes hauling stuff back and forth every time we wanted groceries, but even that would be somewhat dependent on weather; a delivery driver is not going to have to walk 40 minutes in heavy rain and can bring frozen goods in an amount of time that doesn't result in them being soggy or completely melted messes by the time they reach us.