>> i think i've taken shelby like a big shelf. >> a shelf. a wooded shelf. >> the ground war for speedy delivery as the battle for your holiday dollar heats up. >> hey. >> janet shamlin, nbc news, new york. >> wow. pretty cool stuff there. pretty interesting technology and only -- you said five bucks? >> yeah. but i tell you, what's old is new again. i'm old enough to remember cosmo.com back in the late '90s, early 2000s this model, local delivery for -- >> you played with fluze, the whoopi goldberg currency. >> the idea wasn't terrible. the chief technology of that founded max delivery.com that's still running in new york. what's interesting is that this time you got a big company like ebay, trying to make this take off. they bought a company, european couple called shuttle that does this. trying to expand as many as two dozen cities within a few months. the model could be different this time because local information is so precious so maybe there's more in it for them than trying to make money on the delivery. >> one more nail in the coffin