The biggest thing for me is that, if there really is a market for home delivery of fresh food (at least in urban areas)... And there certainly seems to be. There is in the UK and it's growing in the US even if some services like Instacart have their own profitability problems. Meal kits [from the same stores/services] are such an obvious expansion to that and they're already happening.

Blue Apron and its dozen or more competitors just seem like such a niche [standalone] offering. I'm pretty darn close to their target demographic and they still don't quite fit my needs. Developing a platform to serve this market presupposes that it's a viable size of market to serve as standalone businesses and I'm not convinced it is.