Is it only $10 extra to have dinner for 4 delivered? IME the cost was much more than that, when you factor in the difference in menu price, the delivery fee, the tip, and the govt surcharges.
Chase Sapphire Reserve would net that out to approximately $0 on a monthly basis after credits and rebates.
Fair! But $10 establishes a lower bound on a rational audience's TAM at a quarter billion a year. If it's higher, the TAM goes up without requiring loss of rationality / non-laziness of the customer base.