UberEats and Instacart are in a titanic battle; Uber Eats recent partnership with goPuff just continues the escalation as everyone takes sides. It's a big prize -- online #grocery will reach $100B in 2021, and the segment will continue to grow. Here are a few of my thoughts on the tie-up:

• For Uber Eats this is essential to fill out its nationwide selection. Fast convenience items and alcohol are two key segments that goPuff represents, in a lucrative market - college and younger people.

• Uber Eats is being aggressive. This follows their acquisition of Drizly just a few months ago. Anytime you see a marketplace aggressively expanding selection because of increased consumer demand, you know it's a positive sign for the company.

• For goPuff, what you are getting is distribution, and perhaps learnings - the "enemy of my enemy is my friend." Increase distribution also allows them to increase its market pricing power.

• Surprisingly, Uber Eats is "white labeling" this goPuff offering. Is this a strategic mistake for goPuff to hide its brand? Or at this stage in its evolution, is this the best it could do?

• One thought on this last point -- could it be the first step in an acquisition of goPuff?