>Outside analysts will gasp and marvel: This meal-kit thing is on fire! But look closer: If it costs $500 to add a new user, and the typical marginal user—like

>Outside analysts will gasp and marvel: This meal-kit thing is on fire! But look closer: If it costs $500 to add a new user, and the typical marginal user—like you—only spends $400 on meal kits, there is no path to profitability. The road leads to the red. Having worked for a "start-up" called Imperfect Produce, which delivers fresh-ish organic produce to your doorstep, I realize many of these companies (which tend to operate on a $X/mo subscription basis are not built to last). Imperfect Produce is a gimmick that brands itself as a convenience service to reduce food waste. Maybe it's affordable for 2, 3, or 4 months, but once your average consumer finds themselves a bit cash-strapped, the gimmick is the first thing to be cut. And back to the grocery store/farmer's market/Big Lots they will go. If you want to know whether WeWork, Ubereats, or Wag are built to last, ask yourself whether they've revolutionized something, or if they're a gimmick. People see through gimmicks, especially once their car needs work, or rent's gone up.