In my experience with around 10 different (vegetarian) dishes from them, I've found that to be somewhat true. Most dishes only required some combination of: an oven (oven heating time not included in the "10 minutes"); a sauce pot for pasta/noodles; a 12-inch or larger saute pan; a mixing bowl.
The instructions use pipelining to achieve the advertised 10 minutes, and if you read the instructions in their entirety and execute accordingly, 10 minutes is very doable.
All ingredients except for salt, pepper and cooking oil are provided (this is probably obvious, but perhaps worth stating for people new to meal kits). The ingredients seemed to be fresh and of good quality.
The meals are reasonably tasty, except for the Indian ones, which I felt were not as good as something you could make from scratch at home or get in a restaurant.
A side-effect is that for lazy people like me, it may reduce the inertia to separate prep from cooking. Although I'd often thought about pre-cutting and freezing ingredients to cook later in the week, I found myself actually doing it after experiencing the 10-minute cook time, because my mind kept getting reminded that it's very doable.
An advantage of meal kits for a non-cook like me, is that certain condiments and sauces that I may not wish to stock, are provided in the required quantities with the meal kit. So I don't have to worry about buying a whole bottle of some sauce just for that one meal that requires it.