part of our experiences, obviously, our food, we have to have it. they need to make a play that puts them closer to the street level. so, this is a big move. it's bold for amazon. it's important for whole foods. but, more importantly, this is a major wakeup call for all retailers. and anybody that operates as business as usual in the brick and mortar retail business. >> you know, we thought we are all just going to the grocery store and buying our groceries. until i read this story, i didn't realize what a machine it had become. jeff bezos nothing will stop him from getting ahead, maybe toppling walmart in this area. >> they have ambition to be dominant or be leaders in every market. but when you have a market that like the u.s. grocery market that does more than $600 billion in annual retail sales, this is a must-win battle. and it's critical for everybody that's in that space to make sure that they either protect