I'm not a fan of the specific new pasta shape, but I like the brand itself, because they offer something that is hard for me to find elsewhere, especially in a ~normal grocery store: unusual grains in unusual shapes. The comparison with Juicero seems wrong to me because, as far as I can tell, that product was a very old existing product (fresh juice) in a new wrapper. I don't know anything about coffee so I can't comment on the K-cup comparison.

I have tried other brands and failed to find anybody else that is as reliable at unusual grains in unusual shapes. The difference is real!