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If you're curious about cost-effectiveness of their bar vs their drink:

Soylent 2.0 Bottle = 400 Calories, ~$29 for 12 bottles (via Amazon) works out to ~166 calories per dollar.

Soylent Bar = 250 calories, $24 for 12 bars (via Soylent.com) works out to ~120 calories per dollar.

Just one more data point,

Soylent powder = 2000 calories per bag, 64 dollars for 7 bags ~ 219 calories per dollar

Where are you seeing the bottles on Amazon for $28? I see the same price as Soylent.com ($34.00 without a subscription).

If you subscribe and save it works out to $28.90 (updating original comment)