The 71 people affected were early adopters and had been enjoying Instacart's service for quite some time. I live just outside the area, and with 3 kids and both me and my spouse working, it'd be a godsend to get this service (right now we subsist on the occasional foray to TJs, Sprouts + Safeway deliveries when my parents are around to receive them). Safeway is costly and limited in choice. Our supermarket weekly spend is well over $100, so a single $99 charge might go unnoticed for a while.

If I had the service I'm not sure I'd be ready to quit over a $99 unless my inquiries met with bad customer service.