The post itself is pretty much about "why did they do it this way". Here's the money quote:

Hidden away in Juicero’s bad week of press is one of the most powerful lessons we preach to hardware startups: unconstrained development is lethal.

Juicero raised nearly $120M from well-known investors before shipping a single unit. The team spent over two years building an incredibly complex product and the ecosystem to support it. Aside from the flagship juice press, Juicero built relationships with farmers, co-packing/food-processing facilities, complex custom packaging, beautifully designed mobile/web applications, and a subscription delivery service. But they did all this work without the basic proof that this business made sense to consumers.

Constraints during the earliest stages of a hardware company’s life force founders to carefully allocate resources to find creative solutions. I hope this post serves as a lesson to other hardware startups that spending tens of millions of dollars on product development prior to shipping a single unit is a goal that’s not worth striving for.

Compare and contrast: Juicero anticipates its customers will spend $35 a week filling their $700 juicer with bagfruit so they can drink fresh juice. Blue Apron anticipates its customers will spend $30 a week making three meals for two, no $700 gadget necessary. And Blue Apron is just barely hanging on - this is a company with a $2b valuation and nobody is really sure if it can make it long term. The trail of dead is long. And hamstringing your marketshare by putting a $700 roadblock between you and your customers doesn't help - and when you knock that $700 roadblock down to $400 you look like you're gouging.