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Nurx has $22.5 million in new money, a path to profitability and new treatments for migraines on the way
As the COVID-19 epidemic spread across the U.S. earlier this year, Nurx, like most other digital providers of healthcare and prescription services, saw a huge spike in demand.
Now, with $22.5 million in new financing and a surging annual run rate that could see the company hit $150 million in revenue, the company is emerging as the largest digital practice for women’s health.
“We saw this tremendous surge in need for our contraception and sensitive health services,” says Nurx chief executive Varsha Rao .
The growth hasn’t come without controversy. Only last year, a New York Times article pointed to corner cutting at the startup, which boasts Chelsea Clinton as an investor and advisor.
Undeterred, Rao said the company has now seen tremendous acceleration in all areas of its business. It’s now providing care to more than 300,000 patients on a monthly basis, boasts that $150 million run rate and has new investors like Comcast Ventures, Trustbridge and Wittington Ventures — the investment arm of one of the largest pharmacy chains in Canada, Shoppers Drug Mart.
The new $22.5 million is an extension on the company’s previous $32 million round and will take the company to profitability by 2021, according to Rao.
And while birth control and contraception are still the largest areas of the company’s business, Nurx is growing its range of services, seeing adoption of its testing for sexually transmitted infections including HPV and herpes and a new treatment area for migraines.
That focus on sexual health and what the company calls sensitive health is different from trying to be a primary care provider, says Rao. “Our real focus right now is on our core demographic who are women between the ages of 20 and 40 and really focusing on their needs,” she says. “That’s why migraines make a lot of sense. It’s not exclusively hormone-related, but it often is… One-in-four women experience migraines and they’re largely from hormonal changes… This is a condition we’re well-positioned to address.”
Another way that Nurx differentiates itself from competitors like Hims and Ro, which provide women’s health and contraceptive prescriptions as well, is through its ability to take insurance. “It’s actually pretty challenging to build the system to actually offer insurance,” says Rao. “And yet, we don’t think you can be a true healthcare company if you don’t accept insurance.”
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Technologists: Consider Canada
Tim Bray is a software technologist based in Vancouver, B.C. and a former vice president and Distinguished Engineer at Amazon Web Services.
Iain Klugman is CEO of Communitech, an innovation hub in Waterloo, Ontario, and a signatory to the Tech for Good Declaration.
America’s technology industry, radiating brilliance and profitability from its Silicon Valley home base, was until recently a shining beacon of what made America great: Science, progress, entrepreneurship. But public opinion has swung against big tech amazingly fast and far; negative views doubled between 2015 and 2019 from 17% to 34%. The list of concerns is long and includes privacy, treatment of workers, marketplace fairness, the carnage among ad-supported publications and the poisoning of public discourse.
But there’s one big issue behind all of these: An industry ravenous for growth, profit and power, that has failed at treating its employees, its customers and the inhabitants of society at large as human beings. Bear in mind that products, companies and ecosystems are built by people, for people. They reflect the values of the society around them, and right now, America’s values are in a troubled state.
We both have a lot of respect and affection for the United States, birthplace of the microprocessor and the electric guitar. We could have pursued our tech careers there, but we’ve declined repeated invitations and chosen to stay at home here in Canada . If you want to build technology to be harnessed for equity, diversity and social advancement of the many, rather than freedom and inclusion for the few, we think Canada is a good place to do it.
U.S. big tech is correctly seen as having too much money, too much power and too little accountability. Those at the top clearly see the best effects of their innovations, but rarely the social costs. They make great things — but they also disrupt lives, invade privacy and abuse their platforms.
We both came of age at a time when tech aspired to something better, and so did some of today’s tech giants. Four big tech CEOs recently testified in front of Congress. They were grilled about alleged antitrust abuses, although many of us watching were thinking about other ills associated with some of these companies: tax avoidance, privacy breaches, data mining, surveillance, censorship, the spread of false news, toxic byproducts, disregard for employee welfare.
But the industry’s problem isn’t really the products themselves — or the people who build them. Tech workers tend to be dramatically more progressive than the companies they work for, as Facebook staff showed in their recent walkout over President Donald Trump’s posts.
Big tech’s problem is that it amplifies the issues Americans are struggling with more broadly. That includes economic polarization, which is echoed in big-tech financial statements, and the race politics that prevent tech (among other industries) from being more inclusive to minorities and talented immigrants.
We’re particularly struck by the Trump administration’s recent moves to deny opportunities to H-1B visa holders. Coming after several years of family separations, visa bans and anti-immigrant rhetoric, it seems almost calculated to send IT experts, engineers, programmers, researchers, doctors, entrepreneurs and future leaders from around the world — the kind of talented newcomers who built America’s current prosperity — fleeing to more receptive shores.
One of those shores is Canada’s; that’s where we live and work. Our country has long courted immigration, but it’s turned around its longstanding brain-drain problem in recent years with policies designed to scoop up talented people who feel uncomfortable or unwanted in America. We have an immigration program, the Global Talent Stream, that helps innovative companies fast-track foreign workers with specialized skills. Cities like Toronto, Montreal, Waterloo and Vancouver have been leading North America in tech job creation during the Trump years, fuelled by outposts of the big international tech companies but also by scaled-up domestic firms that do things the Canadian way, such as enterprise software developer OpenText (one of us is a co-founder) and e-commerce giant Shopify.
“Canada is awesome. Give it a try,” Shopify CEO Tobi Lütke told disaffected U.S. tech workers on Twitter recently.
But it’s not just about policy; it’s about underlying values. Canada is exceptionally comfortable with diversity, in theory (as expressed in immigration policy) and practice (just walk down a street in Vancouver or Toronto). We’re not perfect, but we have been competently led and reasonably successful in recognizing the issues we need to deal with. And our social contract is more cooperative and inclusive.
Yes, that means public health care with no copays, but it also means more emphasis on sustainability, corporate responsibility and a more collaborative strain of capitalism. Our federal and provincial governments have mostly been applauded for their gusher of stimulative wage subsidies and grants meant to sustain small businesses and tech talent during the pandemic, whereas Washington’s response now appears to have been formulated in part to funnel public money to elites.
American big tech today feels morally adrift, which leads to losing out on talented people who want to live the values Silicon Valley used to stand for — not just wealth, freedom and the few, but inclusivity, diversity and the many. Canada is just one alternative to the U.S. model, but it’s the alternative we know best and the one just across the border, with loads of technology job openings.
It wouldn’t surprise us if more tech refugees find themselves voting with their feet.
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KlearNow raises $16 million to bring customs clearance industry into the digital age
Customs is the sieve of international supply chains. And yet despite its critical role, clearing customs for freight brokers can be a slow and opaque process reliant on manual data entry and prone to errors.
Silicon Valley-based KlearNow has developed a platform that aims to bring customs clearance into the digital age. Now, with $16 million new funding, KlearNow aims to expand its geographic reach and improve its product to cover increasingly complex export-import verticals and time-sensitive shipments.
The company has certification to handle any import into the U.S., no matter what the commodity is. KlearNow is close to getting certified in Canada and the U.K., and plans to expand to Netherlands, Belgium, Spain and Germany. KlearNow has about two dozen customers.
The Series A funding round was led by GreatPoint Ventures, with additional participation from Autotech Ventures, Argean Capital and Monta Vista Capital . Ashok Krishnamurthi, managing partner at GreatPoint Ventures, will join KlearNow’s board. Daniel Hoffer from Autotech Ventures is joining as a board observer.
“This is a significant opportunity to transform an archaic industry that is key to global commerce,” Krishnamurthi said in a statement.
The freight ecosystem is filled with different players from the factories and port authorities to the ship liners and the last-mile delivery companies. Each of them have their own systems.
“There’s no one system that you can transmit the data to,” KlearNow founder and CEO Sam Tyagi said in a recent interview. “So everybody dumps technology down to a PDF or a PNG or some sort of format that everybody can read. The broker gets those documents, and then they print it out — so now they become non-digital.”
If you go to any customs brokers office they look like the old doctor’s office where all those folders are there with nicely arranged, really organized but very manual process,” he added. From here, Tyagi said, a broker will read off from those printed documents and type the information into another system that is communicated to Customs and Border Patrol’s system.
“It is very manual, it’s very small, and they work in a siloed system,” Tyagi said. “There is no visibility for the customer, or the importer, and it’s very costly because of the manual intervention.”
KlearNow developed a digital customs clearance platform that aims to be agnostic. This allows importers, customs brokers and freight forwarders to integrate with local customs authorities and conduct business on a single digital platform remotely and in real time. The platform automates this process to eliminate errors and reduces the time to clear customs. KlearNow says it can slash customs clearance times from hours to minutes.
The startup is also betting that its platform will find new customers in this remote work era that was caused by the COVID-19 pandemic. Custom brokers, who might normally travel into central offices and manage physical paperwork, are now faced with completing that task from home.
“Remote work is impossible for these people,” because they often need to access large-format printers, Tyagi said.
The company said its digital platform can funnel new clients, like these newly remote workers, directly to brokers for global customs clearance.
Tyagi said the company has also added new capabilities in response to COVID-19, such as expediting their FDA module to clear much-needed medical supplies, and is temporarily offering free clearance for nonprofit organizations that are importing masks, hand sanitizers and ventilators.
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Sonos launches Sonos Radio, a free streaming radio service including artist and genre stations
Sonos has launched its first in-house music streaming offering: Sonos Radio, a digital streaming radio service that includes both existing radio stations from TuneIn and iHeartRadio, as well as its own original programming through three new products including two ad-free offerings and one ad-supported option.
The original streaming options from Sonos include Sonos Sound System; an ad-free single station hosted by Sonos itself, that will play “new and well-known” music, along with snippets of stories from artists about their music, as well as hours guest-hosted by select artists themselves. Sonos says this is all about mixing crowd-pleasers with the occasional song you might’ve missed, in a bid to create a single stream that will have broad appeal.
There’s also Artist Stations, which also don’t have any ads, and which are hand-curated by artists and feature a selection of songs they love or that have inspired them. The first such station, debuting with the Sonos Radio launch, is Thom Yorke’s ‘In the Absence Thereof…’, and there are more to follow in the “coming weeks,” including stations from Brittany Howard of Alabama Shakes, David Byrne and more.
The final component of the original Sonos streaming content is Sonos Stations, which include over 30 dedicated genre stations. These are also free, but are ad-supported, so you’ll hear the occasional promotional message throughout the stream, kind of like you get with Spotify’s free tier.
To date, Sonos has acted strictly as an integrator for the services of others, operating the platform layer to provide in-house, multi-room streaming via its Sonos speaker and audio equipment products. This marks its first foray into doing something on the services side, so it’s a big change. I asked about whether this signals further moves into streaming, including through a potential paid premium offering with on-demand content, which would more directly compete with some of its biggest partners including Apple, Google and Spotify, and Sonos Product Marketing Director Ryan Richards didn’t shut the door on that possibility.
“This is about lean-back listening, it’s about discovery,” he said. “There are a lot of options for active listening out there, too, and so what we’re really focused on is first and foremost making the best possible radio service for our customers. In the future, we’ll see how that changes, but that’s what we’re focused on now.”
At launch, the global radio option backed by iHeartRadio and TuneIn will be available globally, but Sonos Radio’s original products will only be available in the U.S., Canada, the U.K., Ireland and Australia, with the company planning to expand availability in future. Its in-house offerings are powered by a deal with Napster to use their streaming catalog, and Richards told me that that arrangement also bounds the availability of the services. Sonos is working on signing up additional streaming licensing partners for an expanded geographic footprint and catalogue size, however.
The new Sonos Radio features won’t be compatible with voice control via either Google Assistant or Amazon’s Alexa on Sonos hardware that supports that at launch, though Richards says the company is looking at adding that as a future feature update. Sonos also acquired a startup that built its own smart voice assistant last November, so that could potentially still result in another in-house offering to lessen its reliance on partners at some point in the future.
To get access, anyone with a Sonos system should see the new offering in their Sonos app via a software update available today.
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Kepler will build its small satellites at a new manufacturing facility in Toronto
Satellite communications startup Kepler will manufacture its small satellites going forward at a new 5,000-square-foot facility in Toronto, Ontario, Canada . The company is working with partners, including the Canadian Space Agency and the University of Toronto, on the new facility, which will also incorporate design and development of its satellites in addition to manufacturing.
Already, Kepler operates two satellites currently in orbit, and has demonstrated the capabilities of its technology by delivering a high-speed internet data connection to the North Pole for the first time late last year. These spacecraft were designed by Kepler, but manufactured via third-parties through contracting agreements. With the new facility, Kepler says it’ll be able to “vertically integrate the development, production and testing of its future spacecraft.”
This will help the startup achieve its goal of producing, launching and operating a constellation of 140 satellites in total, which will provide high-bandwidth connectivity aimed for use in a range of industries, including agriculture, transportation and maritime shipping and logistics, to name a few. This new in-house facility will support mass production of the small satellites it requires to build out its fleet, while providing cost benefits versus outsourcing over time.
The small satellite industry is one of the parts of commercial space that has seen the biggest increase in demand, especially since relatively affordable launch vehicles like SpaceX’s Falcon 9 have expanded the pool of potential companies building and operating satellites and constellations. Bringing satellite manufacturing in-house puts Kepler in rare company as one of the few small sat companies that owns the whole stack, which should be a big competitive advantage relative to the market going forward.
In terms of when the facility will be putting out satellites that Kepler plans to actually launch, the company currently plans to launch its final demonstration satellite, which is already built under its prior contractor arrangement, this spring. Then, it intends to launch the first commercial satellites produced by this new facility starting this summer, with an additional two launches planned for later in the year.
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WeWork pulls thousands of phone booths out of service over formaldehyde scare
WeWork, the co-working empire once valued at $47 billion before reality struck, plunging the business and its investors into crisis, has another problem to add to its growing pile — one which doesn’t exactly reflect well on its core business of kitting out and maintaining modern working environments.
The problem is a safety concern affecting users of WeWork co-working spaces in the U.S. and Canada. Today the company emailed members in the regions to warn that around 1,600 phone booths installed at WeWork locations have been found to have elevated levels of formaldehyde — which it warns could cause health issues for people exposed to the gas.
WeWork blames the issue on a manufacturer of the booths.
The booths are provided in its co-working spaces for WeWork members to be able to take calls in private — given other common areas are shared by all users.
“After a member informed us of odor and eye irritation, WeWork performed an analysis, including having an outside consultant conduct a series of tests on a sampling of phone booths. Upon receiving results late last week, we began to take all potentially impacted phone booths out of service,” it writes in an email to members.
Affected phone booths “are being taken out of service immediately, and will be removed from your location as soon as possible,” it adds.
In addition to ~1,600 booths it has confirmed are affected, a further 700 booths are being taken out of service in what WeWork describes as “an abundance of caution” — i.e. while it carries out more checks — with the promise of a further update once it has concluded its tests.
Members wanting to know which booths are safe to use in the meanwhile are told to contact the community team at their WeWork location.
WeWork also says alternative quiet spaces will be provided, such as in conference rooms and unused offices.
Discussing the health risks of formaldehyde gas — a chemical which is used in various building materials –WeWork’s email warns: “Short-term exposure to formaldehyde at elevated levels may cause acute temporary irritation of the nose, throat, and respiratory system, including coughing or wheezing. These effects are typically transient and usually subside after removal of the formaldehyde source.
“Long-term exposure to formaldehyde, such as that experienced by workers in jobs who experience high concentrations over many years, has been associated with certain types of cancers. You can find additional information in this FAQ from the Occupational Safety and Health Administration.”
The email encourages any WeWork members with health concerns to contact a doctor.
A tipster who sent us the email reported experiencing a sensation of “burning eyes” after using the booths.
They also said several people in their team had experienced the same issue.
“Some complained that they felt nauseous after spending time inside the booths,” the tipster wrote. “I never felt that, but the burning eyes was 100% there for me several times. Scary stuff.”
Reached for comment, a WeWork spokesperson confirmed the formaldehyde issue, saying it’s taking “a number” of booths out of service at “some” locations in the U.S. and Canada — due to “potentially elevated levels of formaldehyde caused by the manufacturer.”
“The safety and well-being of our members is our top priority, and we are working to remedy this situation as quickly as possible,” it adds in a statement.
It is not clear exactly how many WeWork locations contain affected booths at this point.
Nor has WeWork provided more detailed information about how long members might have been exposed to elevated levels of formaldehyde — with its email merely suggesting some of the booths have been in place for “months.”
“The potentially impacted phone booths have been installed over the past few months, exact timing varies based on location,” it writes.
Although clearly the level of exposure will vary from person to person depending on their use of the booths.
The company did not respond to a question asking whether any of its international WeWork locations are affected by the issue.
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‘We are seeing volume and interest in Peloton explode,’ says company president on listing day
This morning, Peloton (NASDAQ: PTON), the tech-enabled stationary bicycle and fitness content streaming company, raised $1.2 billion in its NASDAQ initial public offering. Despite dropping more than 10% in its first day of trading — ultimately closing down 11% at $25.84 per share — the IPO was a bona fide success. Peloton, once denied (over and over again) by VC skeptics, now has hundreds of millions of dollars to take its business into a new era. One in which, the media, hardware, software, logistics and social company attempts to become a generation-defining company akin to Apple.
Founded in 2012 — six years after Soul Cycle opened its first cycling studio in New York’s Upper East Side and two years before a Soul Cycle founder, Ruth Zukerman, jumped ship to launch her own indoor cycling business, Flywheel Sports — a man by the name of John Foley made the ambitious, some might say foolish, decision to start a company that would sell these exercise bikes direct-to-consumer. That way, you could take a Soul Cycle class, in essence, in the comfort of your own home. Even better, technology would improve the experience.
As my colleague Josh Constine recently described it, these bikes come outfitted with a 22-inch Android screen, transforming an outdated exercising experience and bringing it into 2019: “It makes lazy people like me work out. That’s the genius of the Peloton bicycle. All you have to do is Velcro on the shoes and you’re trapped. You’ve eliminated choice and you will exercise,” Constine writes.
Peloton’s ability to get people exercise — a feature driven by its talented instructors (some of whom were poached from competitor Flywheel Sports) — ultimately had venture capital investors funneling $1 billion, roughly, into the business. Today, Peloton operates dozens of showrooms across the U.S., counts 1.4 million total community members — defined as any individual who has a Peloton account — and over 500,000 paying subscribers. Why? Because the company, as stated in its IPO prospectus, “sells happiness.”
“Peloton is so much more than a Bike — we believe we have the opportunity to create one of the most innovative global technology platforms of our time,” writes Foley. “It is an opportunity to create one of the most important and influential interactive media companies in the world; a media company that changes lives, inspires greatness, and unites people.”
Peloton’s flagship product, a tech-enabled stationary bike.
Peloton’s community coupled with the high margins on sales of its $2,245 bikes had the company reporting $915 million in total revenue for the year ending June 30, 2019, an increase of 110% from $435 million in fiscal 2018 and $218.6 million in 2017. Its losses, meanwhile, hit $245.7 million in 2019, up significantly from a reported net loss of $47.9 million last year.
What’s next for Peloton? The opportunities are endless, given the company’s firm seat at the intersection of hardware, software, media content and more. A third product may be in the works, expansion to international markets or new instructors. Peloton is going after a massive market ripe for disruption. What’s certain is that we’ll see a whole lot of cash flowing into fitness tech copycats in the next couple of years.
Peloton, following a number of lukewarm consumer IPOs (Uber), nearly doubled its valuation to $8.1 billion this morning after pricing its IPO at the top of its range, $29 per share. To answer some of our most burning questions, we chatted with Peloton’s president William Lynch, the former CEO of Barnes & Noble, about the float.
The following conversation has been edited for length and clarity.
Peloton president and former Barnes & Noble CEO William Lynch.
Kate Clark: What’s next for Peloton?
William Lynch: We now have over a billion in capital to fuel more growth, especially in the area of product innovation.
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North now offers Focals smart glasses fittings and purchases via app
North’s Focals smart glasses are the first in the category to even approach mainstream appeal, but to date, the only way to get a pair has been to go into a physical North showroom and get a custom fitting, then return once they’re ready for a pickup and final adjustment. Now, North has released its Showroom app, which makes Focals available across the U.S. and Canada without an in-person appointment.
This approach reduces considerable friction, and it’s able to do so thanks to technology available on board the iPhone X or later — essentially the same tech that makes Face ID possible. People can go through the sizing and fitting process using these later model iPhones (and you can borrow a friend’s if you’re on Android or an older iOS device) and then North takes those measurements and can produce either prescription or non-prescription Focals, shipped directly to your door after a few weeks.
The Showroom app also includes an AR-powered virtual try-on feature for making sure you like the look of the frames, and for picking out your favorite color. Once the Focals show up at your door, the final fitting process is also something you can do at home, guided by the app’s directions for getting the fit just right.
Should you still want to hit an actual physical showroom, North’s still going to be operating its Brooklyn and Toronto storefronts, and will be operating pop-ups across North America as well.
Focals began shipping earlier this year, bringing practical smart notification, guidance and other software experiences to your field of view via a tiny projector and in-lens transparent display. North, which previously existed as Thalmic Labs and created the Myo gesture control armband, recognized that they were building control devices optimized for exactly this kind of application, but also found that no one was yet getting wearable tech like smart glasses right. Last year, Thalmic Labs pivoted to become North and focus on Focals as a result.
Since launching its smart glasses to consumers, it’s been iterating the software to consistently add new features, and making them more accessible to customers. An early price drop significantly lessened sticker shock, and now removing the requirement to actually visit a location in person to both order and collect the glasses should help expand their customer base further still.
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Learn how enterprise startups win big deals at TechCrunch’s Enterprise show on Sept. 5
Big companies today may want to look and feel like startups, but when it comes to the way they approach buying new enterprise solutions, especially from new entrants, they still often act like traditional enterprise behemoths. But from the standpoint of a true startup, closing deals with just a few big customers is critical to success. At our much-anticipated inaugural TechCrunch Sessions: Enterprise event in San Francisco on September 5, Okta’s Monty Gray, SAP’s DJ Paoni, VMware’s Sanjay Poonen and Sapphire Venture’s Shruti Tournatory will discuss ways for startups to adapt their strategies to gain more enterprise customers (p.s. early-bird tickets end in 48 hours — book yours here).
This session is sponsored by SAP, the lead sponsor for the event.
Monty Gray is Okta’s senior vice president and head of Corporate Development. In this role, he is responsible for driving the company’s growth initiatives, including mergers and acquisitions. That role gives him a unique vantage point of the enterprise startup ecosystem, all from the perspective of an organization that went through the process of learning how to sell to enterprises itself. Prior to joining Okta, Gray served as the senior vice president of Corporate Development at SAP.
Sanjay Poonen joined VMware in August 2013, and is responsible for worldwide sales, services, alliances, marketing and communications. Prior to SAP, Poonen held executive roles at Symantec, VERITAS and Informatica, and he began his career as a software engineer at Microsoft, followed by Apple.
SAP’s DJ Paoni has been working in the enterprise technology industry for over two decades. As president of SAP North America, Paoni is responsible for the strategy, day-to-day operations and overall customer success in the United States and Canada.
These three industry executives will be joined onstage by Sapphire Venture’s Shruti Tournatory, who will provide the venture capitalist’s perspective. She joined Sapphire Ventures in 2014 and leads the firm’s CXO platform, a network of Fortune CIOs, CTOs and digital executives. She got her start in the industry as an analyst for IDC, before joining SAP and leading product for its business travel solution.
Grab your early-bird tickets today before we sell out. Early-bird sales end after this Friday, so book yours now and save $100 on tickets before prices increase. If you’re an early-stage enterprise startup you can grab a startup demo table for just $2K here. Each table comes with four tickets and a great location for you to showcase your company to investors and new customers.
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Peer-to-peer parking marketplace Rover tests monthly subscriptions
In today’s installment of “the future is 100% subscription-based,” Toronto-based startup Rover is testing out subscriptions for its parking marketplace. Rover lets users list their unused parking spots for on-demand rental by others on the service, giving them a passive way to earn some income while hopefully increasing the utilization rate of parking spaces at the same time.
Rover has offered the spots on their platform on a per-use, on-demand basis before now, but it’s going to pilot a monthly subscription starting this summer, with a planned test phase extending into early fall. The company says it’s going to try out a few different versions of a monthly sub, including potential perks like a percentage discount versus individual on-demand parking charges, advanced booking and premium customer service.
Pricing should be in the ballpark of between $5 and $15 Canadian depending on the features you’re willing to pay for, and this should inform eventual subscription price points for the startup’s services should they move beyond this pilot phase. Rover currently offers spots in Toronto, Montreal and Ottawa, with plans to expand to Canada’s west coast and eventually California in the future.
Uber recently debuted a subscription pilot that rolls in its ride-hailing, Eats, bikes and scooter rental services, and Rover cites this move as an example of the move to subscriptions generally in the on-demand space. Subscriptions are a great way for consumers to easily take care of known recurring costs, but the rise of this business model across a range of industries will definitely test the limits of consumer willingness to trade cost for convenience.
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