I was in that exact demographic about five years ago. I did Blue Apron for a while, and the food was fine, but eventually I just stopped and started cooking my own things. The quality was fine, but it was just too pricy to keep doing. I'm not surprised they're on the verge of going under.I can see there might be a market for this, but I'd think it would be small; someone interested in learning how to cook, but reluctant to experiment. I'm not too surprised it failed; how many people like that wouldn't just download a recipe?