Shares of Blue Apron APRN fell more than 15% in morning trading Thursday after the newly-public company’s first-ever earnings report failed to satisfy investors.The popular meal-kit delivery brand recorded revenue of $238 million in the quarter, which actually beat our consensus estimate of $235 million. However, higher-than-expected costs took a massive chunk out of its bottom line.The Zacks Consensus Estimate called for a loss of 30 cents per share, but Blue Apron’s reported loss of 47 cents per share was far below that mark. The company cited unexpected costs related to the launch of a new manufacturing facility in New Jersey for much of this disappointment, although investors also appear to be concerned about marketing costs.Blue Apron spent about 14.5% of its revenue on marketing expenses in the latest quarter, which is down from the 18% level that it recorded in 2016. However, management noted that its client base shrank 9% from the first quarter to the second quarter due to this reduction in marketing costs.On top of today’s terrible share price movement, which has seen APRN dip new low of just $5.03 per share, plenty of critical investors took to social media to offer commentary on the company’s first report.Here are some of the funniest—and harshest—reactions from Twitter: Blue Apron’s customer base shrank 9% quarter over quarter. The public markets are smarter than the private markets. Yeah I said it. https://twitter.com/search?q=%24APRN&src=ctag!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");— Downtown Josh Brown (@ReformedBroker) https://twitter.com/ReformedBroker/status/895632744650289156!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");https://twitter.com/search?q=%24APRN&src=ctag!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); unappetizing quarter inspired this https://twitter.com/hashtag/haiku?src=hash!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");Assembly requiredFor overpriced groceriesMore like red apron— Trevir Nath (@TrevirN) https://twitter.com/TrevirN/status/895646707416940548!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");I'm beginning to think https://twitter.com/search?q=%24APRN&src=ctag!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); was not ready for an IPO*sarcasm*— Brian Kennedy ???????? (@BKScripto) https://twitter.com/BKScripto/status/895644939001896960!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");Seems to be the operating model of BS tech companies. Build a business that can't survive on its own without tons of marketing cost. https://twitter.com/search?q=%24aprn&src=ctag!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");— Ross Gerber (@GerberKawasaki) https://twitter.com/GerberKawasaki/status/895642413498122240!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); And of course, we also spotted some quality reactions on StockTwits: $APRN ouch— Michael (@madg7948) $APRN I have no interest in here (I would short it if i could). I just can't help but to laugh at how sad this thing is.— Pepe the Frog (@TheBullishFrog) $APRN Maybe they should switch to survival meal packages..WWIII is around the corner— Wil (@porscheliu) Want to join the conversation? Make sure to follow https://twitter.com/zacksresearch!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); on Twitter and ZacksResearch on StockTwits!And don’t forget to check back here for our full analysis on Blue Apron’s first earnings report!One Simple Trading IdeaSince 1988, the Zacks system has more than doubled the S&P 500 with an average gain of +25% per year. With compounding, rebalancing, and exclusive of fees, it can turn thousands into millions of dollars.This proven stock-picking system is grounded on a single big idea that can be fortune shaping and life changing. You can apply it to your portfolio starting today. Learn more >>Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report BLUE APRON HLDG (APRN): Free Stock Analysis Report To read this article on Zacks.com click here. Zacks Investment Research