The original comment may be phrased clumsily. I believe the idea was that they do not want to make money by competing on a pizza market. That's the contradiction as old as the modern economy that it both relies on free market in principle, yet evolves naturally toward monopolies/walled gardens/fiefdoms.

Another contradiction at play here is that of inovation vs standardisation. Indeed, you could argue that dominoes' website is also a place where thay can inovate (bring your own recipes! delivery by drone! pay with tokens! wtv!) whereas a pizza protocol would slow down or prevent some inovation. And that LLMs are used to circumvent and therefore standardize the process of ordering a pizza (like you had user maintained APIs to query various incompatible banq websites; these days they probably use LLMs as well).