I'd be willing to bet that a lot of the people who jump into these things never really had a parent who cooked, or if they did were never really all that interested in learning until later in life and these kits may have helped them along in that regard.
This isn't meant to be passing judgement on anyone, btw, just an observation in general of how people seem to progress from these things. Either they do their own shopping and learn to cook for real, or they go back to mostly eating out.
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.
This isn't meant to be passing judgement on anyone, btw, just an observation in general of how people seem to progress from these things. Either they do their own shopping and learn to cook for real, or they go back to mostly eating out.