I've used one of these types of services - I think they're for people who want to cook, but have more money than time. They don't want to spend time shopping, or planning meals - but they still want to use their kitchen and the fancy knives and cookware they bought.
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.