Problem there is that once people learn to cook, they have no need for the service anymore. To survive you'd need to have a healthy pipeline of new customers w

Problem there is that once people learn to cook, they have no need for the service anymore. To survive you'd need to have a healthy pipeline of new customers with manageable acquisitions costs relative to the lifetime value of the customer. And even if Blue Apron could clear all of those hurdles profitably, as the article contends, they have no moat. They are not vertically integrated so there's but only so much efficiency they can glean out of the supply chain and there are much bigger fish out there that can bludgeon them to death with scale.