Ah shoot, that is right! Safeway and Albertsons merged, don't know why I thought they'd become part of Kroger. That being said, in the Puget Sound Region (where Amazon is trying to launch this) 90% of the market is controlled by the aforementioned players. It'd take massive volume to get close to the price points any of them can hit, cause SuperValu and other wholesalers are not gonna give Amazon volume discounts otherwise.