Even at $3.23 for the bulk price, it is an expensive bowl of ramen.
I buy my chili crunch from an asian market, and both their fresh stuff and their packaged imported stuff is cheaper and tastes better. David Chang's advantage is that he is selling in normal grocery stores so there isn't really competition. Put his stuff on a shelf at an asian market where there is 5 or 6 different brands and a consumer base that has been buying this for years, and they won't sell.
God, don't get me started on how insane his asking price for the "restaurant grade" soy sauce is. This is all subjective opinion on the quality and cost of good, of course. But the costs per ounce are very easy to shop.
Professional marketing copy like this costs money. When Chef Chang says "Buy it!" the only response is "YES CHEF!".
And while it definitely is good quality, it isn't mind blowing. And I personally prefer other brands instead! It's also, to my taste, much more Americanized. Much more refined sugar and using a different less complex method for the umami.
It's still delicious, but I personally won't be getting it again.
Turns out they're so boring and flavorless that 2 packages have been sitting on the shelf for 6 months. I thought I would have an idea what to do with them but so far no. I keep home toasted/ground Szichuan peppercorns in my pantry so I can get any level of "tingly" that I want but come on, there needs to be something else.