I don't see much wrong with this.
For those that complain about the price, yeah it is much more expensive than someone buying each component at the grocery store, but that is how things work. In addition, gotta factor in so many things that this company has to do.
As for the end-users, it is pricey, but some people will pay it for convenience. If it means that instead of spending $15 on going out, they instead spend $10 to cook a home-meal, that's better in the short-run. I also think that there's a chance that they might eat the $10 thing, and then say, "You know, I can do this on my own for $5!," and thus get a nudge in the right direction.
I wasn't always someone willing to cook, there was a quite a period where I was happy to eat out, sometimes a trigger like this will do it.