When it comes to the world of online grocery, optimists, anecdotes and contradictions abound. Everyone has a story to tell. The system is proving itself organic in the true meaning of the word: it changes and it grows, naturally, by attrition. There is always a new idea or a lesson to be learned. Some of the first movers have been and gone but they were not necessarily wrong; they were simply premature and many of the ideas they pioneered are gradually being fine-tuned and reappearing...