It’s not about “just buy some produce”. It’s “decide what I want to eat, go to the store, find the ingredients that turn into said meals, wait in a 15 minute checkout line, haul things home”.

For me, Blue Apron lowers the time commitment of cooking at home below that of “go out for a quick dinner”. At the end of a day at a desk, I enjoy doing completely brainless work with my hands for a half hour or so, but the cognitive load of figuring out what to cook is more than I care to do on a regular basis.

Also, depending on where you are, urban grocery shopping is often a terrible experience.