The full article details that most of the deli's profits come on other orders (like soda). Same thing goes for a lot of restaurants.
At Batch, we're not in the subscription box game. We're in the generosity game, wanting to be top-of-mind for anyone looking to give someone a gift for any reason. The NFL is in the entertainment business. Teachers are in the inspiration business. Newspapers are in the fear or advertising business and on it goes.
Go ahead. Pick a category that makes sense so people understand what you do. But be very aware that you're also playing another game.
And, in case you're not sure, we're all in the people business. Delighting others is something you'll need to do, no matter what game you're playing.