I'm not sure that people will go through this app and pay another $6 on top of the original shipping fee, and enter an oddball shipping address. They may pay it if it's an option at checkout, as at that point they are weighing the shipping costs as a total and looking at things like overnighting a package, or two-day shipping etc. If it was a markup for nighttime delivery at checkout, and you just enter your home address one time, that would be the most painless implementation. To get there, that means they'll need to partner with Amazon, UPS, FedEx, etc, rather than acting as competitors. If these companies are not interested in night-time delivery or unable to do night-time delivery for labor reasons, they may be quite willing to earn a markup by partnering with Luna. They already have similar relationship with USPS which handles last mile deliveries, which is what it looks like Luna is going for.