We couldn't agree more! Our model is not a beat-you-over-the-head subscription. Instead we suggest products and a schedule, and encourage you to customize each shipment. Our goal is to make this a really efficient process. Give it a try and let me know if you still feel the same way:
Thanks for the link. This appears to be simple forward selling. I'm not suggesting that it is a subscription model but you will need to keep selling this every month.
Also, I'm in the UK (not your target market but anyway) and we already have massive amounts of online delivery services like this (Tesco, ASDA, Sainsburys, Ocado, Waitrose). Ocado in fact pretty much have exactly the same model for pre-populating baskets but the scope of the service is considerably larger i.e. it covers all groceries and not a simple subset of consumables.
Unfortunately the only way to market this method is having your supermarkets stalk you heavily which I find objectionable (and many others do I assure you).
Disclaimer: I worked for one of the online supermarkets in the UK for a period of time and thoroughly distrust them.
I can vouch that the US doesn't have much in the way of online grocers and our brick & mortar stores already stalk you just as effectively via loyalty card programs AKA 'we raise prices and discount them to normal levels if you signup' programs. :/
I really wish a store would give me an API to purchase from. >.>
https://www.epantry.com/sandbox/4758/
Plus we try to be pretty human :) For instance if you tell us a joke on live chat, we'll give you a $2 discount.
Anyway - love to hear more thoughts as you have them.