The name is pretty inappropriately sexual.
I don't totally understand what they sell, although I've seen the trucks. Is it like Fresh Direct?
Yes, except it's Frozen Direct. Maybe their prices are more competitive elsewhere, but even compared to a high-end supermarket on equivalent products, at the stores around here you're definitely paying a premium for the home delivery so that it only makes sense if you are unable to go shopping in person yourself. (Or at the price point they charge, if you are unwilling to trust your live-in nanny with the funds needed to do the shopping for you.)