Why are 10 min "Fresh" Food delivery apps becoming a thing?

They're trying to "solve a problem" that never really existed. Swish, Zepto Cafe, Swiggy Bolt, etc. promising fresh food in 10 mins when we know it's either shit or just frozen food/fast food reheated or whatever. There have been so many complaints and people saying that they felt uneasy and sick after having Swish food. All they're riding on is gimmicky investor money, burning cash and running fake PR on LinkedIn and otherwise. Recently came across some tweet alleging Zepto Cafe using all kinds of dirty tricks and undercuts to fulfill their orders.

My question is, WHY? If you really have only 10 mins to get food, step down and get something(which most people do btw). I feel all these startups are so gimmicky, 10 min delivery was already something which required so much exploitation but I'll not get into that. Fresh food in 10 min seems like a joke, which no one wants to hear btw. Every person who I have talked to has only scoffed at the idea, calling it unnecessary.

My question is, we live in a world full of real issues, why are we supporting shitty ideas like Swish and Zepto Cafe just because they cater to like 0.1% of the people. Why not put it in places where it actually contributes to society.

We all know that these people running promotions initially will show numbers and revenue, but there's no way they can sustain. Plus the exploitation of labour is unmatched, there is no justification to that, and most importantly, no need for it.

Might be wrong, would like to hear more opinions.