"The average lifetime of a subscriber was 9 weeks, with almost half quitting after the first week.". I wonder if someone tried to find their reasons to do so. He also notes that "consumers have no loyalty to food brands; they will happily try a bunch and switch to another service if they can get a better deal.", but knowing which criteria they use may be vital(?) The "lower price" can't be their sole criterion when it comes to food they consume.