The NSA is part of the executive branch. Obama controls the executive branch. Reining in NSA powers is effectively giving up some of his own powers, something that people rarely do.
Most people do not walk away from power. George Washington and Cincinnatus were rare exceptions, and not at all the norm.
Most of the players in the industry are loudly (Uber) or quietly (everyone else) planning on eventually using fully automated delivery systems such as self-driving cars or UAVs, making the question moot.
Reminds me of high school statistics class, when the teacher read out in class after a quiz, "[Name] answered negative 4% for the probability in question 3. This is in fact the probability that [Name] passed the quiz."
The real question is, why did they have 22 employees? I think this would have been an incredibly profitable one-man business (think TinyURL) but it tried to be something that was very hard for it to be.
Most people do not walk away from power. George Washington and Cincinnatus were rare exceptions, and not at all the norm.