Yes, it does seem like they're using a robot to solve a human problem. If the robots were the ones who decided how the shelves were initially stacked then surely there would be more elegant approaches to this? picking and packing is a tiny part of the whole ordering and delivery system which would probably be best re-designed from the top down if all parts are to be conducted automatically.

That said, I'm all for businesses encouraging research to be done in this area. Automation will swallow us all eventually, but it's going to take a while yet...