Always having too little time, always working and being proud to plan every minute of every day (recently Marissa Mayer and Bill Gates and someone else from the US said in interviews they have every minute of every day planned; sounds like pure hell but he) seems very American. This Soylent thing fits in there.
Why would someone want to work that much unless you want to become a billionaire which, again, seems a drive in media coming from the US?
Maybe it is just the media I read though, but here there is no vibe like that and when I meet (very successful/rich) entrepreneurs in Asia/Aus/EU they seem to be always eating elaborately so they do not give of that vibe either. Again the press distorts but posts here on HN and a thing like Soylent support that press.