I think there could be a real business there; I’m certainly a user of Plated, Sunbasket, and Blue Apron. It’s more that their economics will get a lot worse as they grow, but because that worsening is driven by churn, it won’t show up right away.

They definitely try other user acquisition methods. All of them seem to offer two-sided referral deals (if you recommend a service to me, we both get a discount), Blue Apron does TV ads, Instagram is big because food is photogenic, etc.