Tech firms are realizing they need to make money, which has millennials wondering if they should just pick up their own dinner.
The cost for so-called gig economy services, including food delivery apps, is going up. That's because the price presented for the last several years really didn't reflect the behind-the-scenes cost.
Instead, the start-ups willingly lost money in an effort to build customers.
The New York Times dubs it the "Millennial Lifestyle Subsidy." The paper says ride service Uber, laundry services, valet apps, even the electric scooters, used discounts to ensure customers didn't feel sticker shock.