It seems a little weird to me too, but I think there are pearls of truth in the idea.

1. A huge part of the rising generations has been raised on frozen chicken fingers and many of them can use some help and a repertoire if they are to make real meals.

2. For much of human history, we used common hearths to bake our bread and at home the cook(s) cooked for a large extended family. We now waste untold resources having what, 140 million people go home and cook individually for themselves or 1 or 2 others. The marketing, the chopping, the fuel, the time, the planning, yada yada. Much of womankind's life is wasted away in this solo pursuit.   I can't blame some yuppies if they want to pawn off the planning, marketing, chopping, and mopping on a third party, and have a pal to yak with while sauteing.