> While I don't disagree, people said the same thing about Amazon. The difference to me is that Amazon competed aggressively on price and selection. You could

> While I don't disagree, people said the same thing about Amazon. The difference to me is that Amazon competed aggressively on price and selection. You could get books or items which you just couldn't get in a local Borders. You could also get the same item significantly cheaper than a Borders or Barnes and Noble. Blue Aprons value lies in the recipe and the convenience of having all the ingredients picked out for you, but charges a significant premium. I would like this as a way to try new recipes or expand my range (e.g. I don't stock ingredients/spices etc at home for Chinese food), but not as my go-to option for daily meals. It may not be as easy for someone like whole-foods or Safeway to generate recipes, efficiently package/put-together ingredients etc, but I also feel the value addition is much less than someone like Amazon's was: More items and much cheaper.