I found that when I had to choose a recipe to cook, I just wouldn't end up doing it. I'd forget, or put it off, or make some excuse. I know I'm happier when I cook, I have enough skill now, and I go to the grocery store at least once a week anyway. But it turns out it just didn't happen most weeks. I ordered pizza or microwaved frozen food or ate out and felt like crap for not eating well.
There's something incredibly powerful about defaults. I'm not paying for recipes and ingredients. I'm paying for someone to tell me "cook this tonight". And I do. I cook more often, eat healthier, and end up happier at the end of the week. And maybe that's not true for everyone, but I'm more than happy to pay an extra $20 or so over sticker cost for the nudge.