This is like saying, "Why take your car to the mechanic? I do my own repair work and it's way cheaper!" Blue Apron is for people who don't know what to buy at

This is like saying, "Why take your car to the mechanic? I do my own repair work and it's way cheaper!" Blue Apron is for people who don't know what to buy at the grocery store. Grocery stores could definitely attack this by doing what you're suggesting, but part of this is the very concept that I can't walk into a grocery store, buy some chicken, and turn it into something tasty.