In response to the economic challenges posed by COVID-19, many businesses are seeking delivery and e-commerce solutions to remain relevant, but established platforms like Postmates and UberEats pose challenges due to high commission fees. This has led some companies, such as a favorite restaurant of the author, to use their own employees for delivery to maintain quality and preserve jobs. However, reliance on third-party services can result in loss of control over customer data, which is crucial for understanding and serving customers personally. The text suggests that as staying home becomes a norm, consumers will seek genuine brand experiences and value propositions rather than commoditized services. It envisions a future where virtual reality could enhance these experiences, allowing consumers to engage more deeply with brands and their offerings, urging companies to transition from physical to virtual experiences while maintaining their brand essence.