I generally agree with this. Put another way there's a lot to foodie culture and interest in the Food Network that doesn't involve cooking pre-kitted but relatively complicated meals on weeknights.

I suppose there's an argument to be made that none of these services have really broken out because no one has wrapped sexy celebrity-based marketing around their offering. (Added: And some of them have paired with celebrity chefs.) But I'm skeptical. Most of them do the localvore farm to table thing in spades. I doubt that celebrity chef endorsements and videos and a major missing ingredient.