Right, thats precisely my point: I think you underestimate how many people eat McDonalds or what-have-you every day. The interesting thing about this phenomenon is that I think it takes place all over the spectrum: the poor do it as well as the rich. Perhaps you do not see this as much because you are a self-described health nut (and thus this diet probably isn't for you, the same way an Alienware computer isn't for someone who knows how to build a PC), but in my developer circle I see eating trash food every day for all meals quite often. And what I've found is often the problem is that you forget about food and then are starving and make a bad decision so you can keep working, not necessarily because you love pizza or whatever. If Soylent can deliver on immediateness, then it has a chance of competing with this lifestyle. And, if the end result is people thinking more about what they eat, it may be a win either way.