I think the key is at least from an enduser perspective instagram was a startup doing something "new". So there's first mover advantage, etc.
This is a different scenario, "we're just like amazon/walmart/wholefoods but greenwashed marketing and they have first mover advantage". Even greenwash marketing isn't a new idea. Its more like competing in the restaurant arena or maybe brick n mortar retail than real "startup".
It seems like in 2010 it would have been easy to get funding for an e-commerce site because investors all wanted a zappos, rue-la-la, net-a-porter, gilt, etc in their portfolio.
This is a different scenario, "we're just like amazon/walmart/wholefoods but greenwashed marketing and they have first mover advantage". Even greenwash marketing isn't a new idea. Its more like competing in the restaurant arena or maybe brick n mortar retail than real "startup".