No, it's not the same at all. Here you get to select online the product you want to buy, you are not "forced" to receive a box of produce. And there is no monthly fee at all, you just pay for what you buy.
Apologies if I elided mention of how they are different, I didn't mean to do so. This sort of thing is a pretty big innovation and offers the potential to increase the reach of direct to consumer local farm produce sales.