Because any time I've seen somebody subscribe to Hello Fresh they are at a low point in life and nobody wants to be them or take advice from them. My roommate did it probably 3 years ago and for a year he would just stack up the boxes in the kitchen without even throwing away the ice packs. When he finally did clean it all up the kitchen table was completely warped from all the leaked ice packs. It's literally a subscription for TV dinners so it's marketing to people who are too lazy or depressed to go to the store and buy 10 Lean Cuisines.