I think you've highlighted a problem with the business model. I had a similar experience. I really learned a lot about cooking from my first couple of years with Blue Apron, but now I'm at the point where I don't really need it any more. So as a "training wheels" for home cooks, it's great, but they have a built-in retention problem. Also, the recipes have gotten a lot simpler (and frankly not as appealing) over time. It's probably partly cost-cutting and partly people complaining about recipes taking too long to prepare.