I have no idea how there is a market for this. Like grocery shopping is the biggest barrier to entry to cooking. Gosh, I really have time to cook and clean up but can't find time to go to the store.
When these types of mealkit-in-a-box services starting showing up, I was initially excited and thought "oh cool!" until I saw the price tag. Then I wondered how they would ever survive, but they've turned out to be a multi-billion-dollar business annually & I have a ton of friends who use them at least monthly, if not more often.
I think the big draw is the reduction of the mental load. Food is complex. It took me a long time to realize that. You have to think about how you want to handle your diet, you have to do meal planning, create a shopping list & go shopping on a regular basis, spend time preparing the meal, eat it, then clean everything up & put away the leftovers. And if you're doing the bare minimum 3 meals a day, that's 21 meals per week to plan for, or at least 80 meals a month to figure out, not to mention snacks & dessert. Couple that with work, school, kids, maintaining your home/car/finances/etc. and it all adds up to create this mental load that can make cooking unapproachable, especially if you don't have a background in cooking or don't intrinsically enjoy it.
I mean, I literally didn't know how to boil water for pasta when I first got married, my wife had to walk me through the process lol. But I got deeper into cooking & developed an interest for it, and that's helped me quite a bit. But even if you're not "into" cooking, you still have to deal with eating, and unless you're going the liquid diet route with Soylent, there's typically more involved than you'd think in food prep: planning, shopping, preparing, cleanup, etc.
I think the meal kit approach is pretty genius because the convenience lets you take baby steps. Got kids & need a babysitter to go out, but want a nice meal at home? Get a meal kit! Want to try something new & delicious? Try a meal kit! Don't want to figure out dinner tonight? Use a meal kit! I've come to realize that meal kits do have their place in the world, and especially when you're kinda fried from the week, you can unbox dinner, follow the instructions, and have a great meal without having any thinking involved, and that's a powerful driver. And not necessarily a bad thing, either! I mean, I can cook pretty decently these days & have a lot of great kitchen gadgets, but I hit up McDonalds tonight because I just wanted some hot food that didn't require any work. So I don't think meal kits are a bad thing at all...they have their place, for sure, especially because everyone's situation is different.