Story is a concept store on Manhattan that updates its theme and products ever week. To add a do-good twist to the store, its founder, Rachel Shechtman, partnered with notorious social entrepreneurs, like TOMS and FEED Project, to create a brand new Good STORY. The Good STORY will run until June 1, and every item for purchase has a direct positive social impact. My takeaway: more brands, traditionally sustainable or not, should embrace the STORY idea. It’s all about the concept stores these days, anyway. Might as well do some good with it.
My guess is that Google, once it figured out that it hasn't exactly figured out demands of the retail market (remember Google boutiques?) decided to get into retail delivery. It's a great way to be first in the same-day delivery market and to create both customer- and retailer-lock in via its monumental data services. Once switching costs become too high, Google can monopolize the demand and expand its delivery market. It's not a bad idea, even if at the first sight it seems as an unlikely one for the Google brand.