Transcription
If you look at people's pizza behavior, nearly everybody orders their pizza for as soon as possible. And it was assumed in pizza delivery that what everybody wanted was basically instantaneous pizza delivery. Maybe that's true. Maybe it's context.
The default on the web, if you order a pizza, is ASAP. The default on your mobile phone is ASAP. If you ring up, they never say when would you like your pizza to arrive. They assume, unless you state otherwise, that you want it as soon as possible.
But also, what happens if you actually ask the question as a time of day, not as a duration? Because if you ask for it as a duration, people tend to go, "I want it as soon as possible." If you ask for it, "Would you like it to arrive at 8:15, 8:20, 8:25?" They say to a lot of people, "Well, I don't want it to arrive in half time. I actually wouldn't mind having a shower. So, why don't I get it to arrive in an hour's time?"