A company could do all the cooking in-house but these companies are all walking a line between "grocery delivery" and "freezer aisle food" and I'm sure they're

A company could do all the cooking in-house but these companies are all walking a line between "grocery delivery" and "freezer aisle food" and I'm sure they're all really hoping they don't accidentally step onto a slippery slope and wind up being "Hungry Man for rich people" (not that that isn't honestly a perfectly great company, it's just not sexy enough for VC money).