Agree with everything you said and I don’t think mealkits are the problem, BlueApron isn’t sufficiently addressing the biggest pain point—time. We used BlueApron but moved to Gobble. The dishes tastes better and it takes 1/2 to 1/3 the time to cook compared to BlueApron. That’s less dishes as well so cleanup is fast. I suspect BlueApron is suffering because competitors are better addressing customer needs, not because mealkits are a bad idea.