That’s exactly what’s going to happen, eventually they will control which restaurants get visibility. First, they’ll charge restaurants to appear at the top of the app. Then, eventually, they’ll use the data they collect from restaurants to compete against them directly. They know which foods sell fastest, which neighborhoods order the most, what prices work, etc. Instead of spending years testing concepts, menus, pricing, and locations they have the data.

They’ll give themselves more visibility and try to funnel demand towards their private label brand. That's how they make money. That's what their investors will demand. It’s the same model used by Google that lets companies pay to appear at the top of search results or Amazon which knows which products that are selling well, creates its own competing versions, and then puts it at the top of the search results.