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This web page blog.playfaircapital.com has the following in the homepage, "My thesis on startups in the delivery space and why Playfair backs Addy." We saw that the webpage also stated " Now, for a bit of background." It also said " And it makes sense because mobile is eating the world. In the mobile consumer e-commerce space, including Shortcut. Consumers like to discover new restaurants to expand their horizons, especially when they move geographies. But I believe this tends to occur in transient bursts. Ultimately, taste loyalty establishes itself within food types to the ." The header had technology as the highest ranking optimized keyword. It is followed by venturecapital, start ups, and warner yard which isn't as ranked as highly as technology. The next words blog.playfaircapital.com used was london startups.