Is Blue Apron a technology company or a grocery delivery service? How investors answer that question will go a long way toward setting a valuation for the venture capital-backed startup that's gearing up to go public. Blue Apron filed its S-1 last week, a proverbial box of goodies (not food) for potential shareholders. Bloomberg reporter Alex Barinka explains Blue Apron's growth story, its considerable challenges, and its plan to become a multibillion dollar public company to host Alex Sherman.