Sounds like when people thought businesses on the internet would work like the Metaverse, where you'd walk into a virtual store and buy crap with your avatar, except it is worse in every way than just physically going to a store and buying the crap you want.
I can only speculate that there is no useful innovation to be had anymore in the retail space. Convenience is already solved to the best of our abilities, so the only thing to do is find new and innovative ways to rip off the consumer and complicate the sales process. Society is on the last downward hill of the coaster, and we thought we'd have the rest of it built by now but a major section is missing between here and the boarding station...