this is less ludicrous than DRM on single serve coffee pods. The fact that they have a lot of obvious value proposition and it's so hard to take seriously is a good indicator of how badly our bullshit meter needs re-calibrating.
Why does a Soylent green inspired food pops up every couple of years?
Because some new business grad see that "food is inefficient" and fail to realize that people are not eating food in first world only for its efficiency.