Dave's latest is smart and worth a read (even without the kind words).
But I'd phrase it differently. It's not that that era of optimization ended, per se—it's that WHAT was optimized, and for whom, changed.
Exhibit A: www.nytimes.com/2025/12/09/b...
nytimes.com
Same Product, Same Store, but on Instacart, Prices Might Differ