mark lawrie joins us. >> thank you. >> i look at this like a competitor to not just amazon but costco. how does it work? >> we don't think about it competing directly with amazon or costco but a kond wit for conduit for customers. this technology pulls the pie chain cost out of the system. we built this engine that processes in realtime as consumers shop to reflect the true marginal cost of getting it to you based on what in your basket. >> part of it is luring shoppers almost like a gaming aspect of it. i can watch my prices go down as i add more to the basket. >> as you shop in a smarter way, it comes down, so you see that in realtime the prices going down. >> you've had success in the past. you've founded diapers.com eventually bought by amazon. what got to this strategy? >> i see that the market is in the early stages. we're about $300 billion online. we see the market going to $1.1 2 trillion in the u.s. alone and a lot of participants are focused on convenience and people that are willing to pay a premium for service and nobody's really focused on innovating around price. that's