It's probably built into their marketing costs. Some people will go into it thinking they'll cancel after the trial, but actually end up converting once they co

It's probably built into their marketing costs. Some people will go into it thinking they'll cancel after the trial, but actually end up converting once they come to enjoy the convenience. Those are the customers who make the initial subsidies worth it, obviously. But more of what I've read in other comments here -- still anecdotal -- is people "graduate" after a certain amount time once they feel like proficient cooks. It's like Blue Apron is empowering their customers with good cooking skills a little too well.