Blue apron is tasty and fun. I hope they sicceed in some fashion. Seems like the kind of thing young couples would do for a year, and would be a great alternative to spending money and time at restaurants.

But they need to get the customer acquisition costs down enough that they make good profit in that first year. After that, people will either lose interest in cooking or get so interested that they do their own shopping and recipes.

To get a lot of long-term customers would require a cultural shift. They are probably a bit early, but it might happen.