Blue Apron is the cooking version of a LEGO kit or a coloring book, the former of which has been popular for decades and the latter of which is apparently exper

Blue Apron is the cooking version of a LEGO kit or a coloring book, the former of which has been popular for decades and the latter of which is apparently experiencing a moment as people look for ways to combat the lack of direction and clear goals in their careers and lives. A lot of people aren't creative, or don't have the energy or confidence to be creative, or cooking just isn't "their thing" but they want to try it (or maybe they just need a gentle introduction). Following clear directions towards a well-specified goal when you have all the tools and ingredients you need right in front of you can be fun, relaxing, satisfying and confidence-boosting. See just about every video game ever made. Of course someone who loves cooking isn't going to see the appeal of Blue Apron. For a lot of other people, cooking looks like this: http://theoatmeal.com/comics/cook_home http://theoatmeal.com/comics/cook_home.