I'd argue that they add a ton of value over grocery delivery. They're handling meal planning and portioning. That's a lot less wasted food and a lot less stress for anyone that isn't content to recycle the same few recipes week in week out.

I do agree that differentiating between competitors is tough though. On the surface all of these companies look about the same. They try to cater to different segments - health conscious, upscale, etc, but I'm not sure how effective this is.

For a while we ordered mostly takeout which was both expensive and unhealthy. We were able to start cooking for ourselves for a bit on our own, but eventually the weekly meal planning and shopping run got to be too much of a burden. That's where we found Blue Apron which had us eating healthy for another ~6 months. During this time we tried Plated too, but that week was guest recipes from some magazine and they were poorly timed and included practically inedible ingredients. After 6 months work situations changed and we just didn't have time for an hour of cooking 3 times a week. Since then we've been using Munchery which we're very happy with.