I really enjoyed Blue Apron. For a very long time I wanted to learn to cook, but didn't know where to start, and cookbooks where always intimidating because they usually assumed you already knew how to cook.
Blue Apron doesn't assume any of that.
I also liked the idea of "cooking good food", but for me it was a case of not knowing what good food was. With Blue Apron sending me tasty meals to make, I was able to learn by example about what worked and what I liked.
I thought it was great. I eventually cancelled though, once I was just cooking on my own entirely.
I think you've highlighted a problem with the business model. I had a similar experience. I really learned a lot about cooking from my first couple of years with Blue Apron, but now I'm at the point where I don't really need it any more. So as a "training wheels" for home cooks, it's great, but they have a built-in retention problem. Also, the recipes have gotten a lot simpler (and frankly not as appealing) over time. It's probably partly cost-cutting and partly people complaining about recipes taking too long to prepare.
Blue Apron doesn't assume any of that.
I also liked the idea of "cooking good food", but for me it was a case of not knowing what good food was. With Blue Apron sending me tasty meals to make, I was able to learn by example about what worked and what I liked.
I thought it was great. I eventually cancelled though, once I was just cooking on my own entirely.