After putting 22 million shares up for sale Friday at an asking price of $12 (US$) per share, HomeGrocer.com, Inc. (Nasdaq: HOMG) is facing widespread industry speculation that it will fail to attract investor enthusiasm in much the same way that rivals Peapod (Nasdaq: PPOD), Streamline (Nasdaq: SLNE) and Webvan (Nasdaq: WBVN) have faltered.