### Comment:
Why would Amazon buy APRN when, as you said, it’s easy enough to just start their own? Customer acquisition? No chance. Most APRN customers are probably already AMZN customers. Also, Whole Foods. Literally no need to acquire the Blue Apron dumpster fire.

### REPLY:
But why did they buy Whole Foods? Selling overpriced organic and yuppie food anyone can also do. But it's easier to start with a valuable brand and customer base. 
  
 Though I guess the question is if the Blue Apron brand is even that valuable.

### END.