I wonder how they define a current customer. I haven't used Blue Apron for a while but, with a lot of these services, if you want to make it so that "don't send me anything else until I explicitly tell you to" you have to cancel.

Added: Interesting. I originally read orders as meals but it does seem be a typically $60-ish order. Which means that their typical customer does seem to be someone who uses the service as an ongoing subscription.

I'm not sure if I'm surprised or not but, assuming I'm reading their S-1 correctly, their customers seemingly tend to be all-in or they drop the service.