I don't think the target audience here is people struggling with groceries.
There are a surprising number of households where both people pull in six figures in low or moderate cost of living areas, and they live paycheck to paycheck because they way overspend. It's not groceries or the heating bill, it's the extravagant vacations, the horseback riding lessons, the huge wardrobes for growing kids that need everything replaced in six months. These are all nice things, but if you can't afford them, it's OK to do without.
It didn't last. Surely there's something in the middle that can both lift up the potential floor for standard of living through social safety net and also be sustained long term.