I don't think it is suicide. I think it is the obvious future, only to be surpassed by a replicator type device whenever that is invented.

So all the big guys try out the idea, so they have experience with the requirements and then try to figure out how to make a buck at it. Sooner or later someone will figure it out, and then the normal grocery shopping experience changes again.

Whether they figure it out in 2014 or 2024 is anyones guess.