I read their website and I'm still concerned i don't get it. (or maybe that's why they're shutting down). So they deliver you the food from their menu? So its

I read their website and I'm still concerned i don't get it. (or maybe that's why they're shutting down). So they deliver you the food from their menu? So its just a professional food business with delivery but without the restaurant/dine-in option? So presumably their competition is actual professional restaurants and they're just in the professional food business? I'm still struggling to understand how this is different from just ordering food delivered from any other food business? The fact that they say...presumably with a straight face...that you reheat their meals suggests to me that they must be pitching to sacrifice quality for convenience, but they seem to want to believe they're upmarket... Forgive me, it just doesn't compute?