I think services like this are fantastic for teaching people how to cook and meal plan, ideally for young adults living on their own for the first time. Outside of the foundational argument, I don't really understand the benefit.
To go a little off topic, what bothers me about groups like this, whole foods, and others, is the amount of needless packaging. For me, I buy all of my animal proteins at one of three butchers and most of my veg and bread at one of two farm markets (or a farm itself). At least around Vancouver, this is not difficult process to emulate.
These groups seem to justify their packaging by saying it's recyclable -- but that's just not good enough.
Whenever possible I try to get friends into the butcher / farm market system and away from those overly priced supermarkets. For me, I can make a fairly substantial dinner, braised chicken with plenty of veg in a madras curry sauce on rice with naan bread (from a local indian restaurant since its $2) for about $12 total. The main expense is the chicken, but even that comes to about $7 or so. This meal can easily feed four adults.
Getting these ingredients from a typical supermarket (not Whole Foods) would easily surpass $30.