What is the big deal?
You can whip up most "all in one" pasta dishes in 30 mins, same goes for curries, and good old chops and mash.
Chinese - probably on 10 minutes for any wok dish (plus 10 mins prep). Ching-He Huang has a BBC series was brilliant and she is rather better on the eye that that slob.
I think somehow, a lot of people have come to assume that cooking is a longwinded, complicated, fraught process. Look at the agony of Masterchef. A girl who works at the place I work at, once said that cooking was very difficult, beause you had to time things. I was gobsmacked, and told her to invest in a timer. Although I only ever use one to time my rice cooking, and even then I often forget and just test it when I think it might be ready.
So, in the same way that people were sold stuff packed full of articial additives, and then sold stuff that is free from them when that became fashionable, people are now having to be sold the idea that cooking can be quick and easy.
Also, some people just like the security of a recipe. My Mum does, even though she often substitutes missing ingredients, she likes to start with a book open on the counter. Whereas I just bung stuff in.