Many of the flavors I ended up likung from Zample box were flavors I never would have tried because I didnt think they would be in my "flavor profile"
For me, I've already tried most of the "categories", and I absolutely know that I might like fruits and candy once in a while, but I will likely not ever reorder a one that I've had. I already know pretty much what flavors I like, just not whether I will like this or that vendor. So for me, it's a way to try vendors that I might not normally look at or have hemmed-and-hawed over trying. So for me it's an easier way to avoid analysis paralysis.
I know that I would be disappointed if I got a bunch of fruit or sweet juices so I chose a place where I could customize.