My gf has lots of problems with various foods and manages to keep on top of it fairly well - although she has very little concrete evidence about what it actually is that is causing the problems.

I could see her trialling a comprehensive ($30 a week) package for a few weeks, then dropping to a less intensive (~$10 a week) package that kept her on the right track.

I personally don't think she would pay $30 a week unless the service gave her a significant material difference in lifestyle (which I certainly imagine it could have the potential to do).

What would it do? I looked (probably too) briefly...and thought the the main value was mostly the coach. Or at least, the value I saw that I was "OMG, we need this in French _now_".

It would have some expanded functionality to take the place of the coach - it would give turn-by-turn directions each day on what to eat, and educate the user on how to avoid FODMAPs / other eating options. But it would have less customization (at least at first), and the user obviously wouldn't be able to get questions answered in the same way

Gotcha. So that could make sense. Someone could start with the coaching, then downgrade to this option instead of just cancelling due to price once they don't use the coaching services enough.

i.e., it would help you with churn a bit, I think.