It takes me back to the whole issue with processed dog foods -- kibble, while even the most expensive brands claim to be "nutritionally complete", miss the fact that dogs cannot process/absorb the many nutrients within (and why their waste is... more than a nuisance). Eg, calcium added to dog food is nearly worthless, while calcium from eating raw bones is readily absorbed by their bodies. Same with many other vitamins and minerals.
We have a lot of work ahead of us in this sector. It's good that someone is trying, though.