A year of Blue Apron elevated my cooking game from zero to quite good actually. Now that I've learned some technique, I prefer buying groceries instead of getting the ridiculous single serve vinegar/ketchup/mayo bottles and not-quite-as-fresh protein they send you.

I feel this is the real curse for these meal services: the customers they're most successful with will get better at cooking fairly quickly and eventually start shopping for themselves.

Businesses can certainly work servicing customers who graduate from needing them. Think, well, universities. Or dating services. Or anything catering to a particular age group. But the churn economics need to work.