The Snakes and Ladders Game of Startups
themacro.com
themacro.com
I wonder how many thought less "I am proud of my food and want to make a living from it", but rather, "I have a stove and a cast iron pan, I'm no more likely to fuck this up than anyone else, and I need that $8 so I can eat something this weekend."
It's sort of like a lego kit for your kitchen. You buy a box that comes with instructions and you assemble your Ahoy Matey Pirate Ship™. Compare to just buying a bucket of random lego blocks, or buying a pre-built ship-in-a-bottle.
There's definitely a target audience there, I just dunno how big it is, and it's probably limited to large cities.