Why's it a waste? Why does it have to be 'about the food'?
It's an experience and a performance. They are designers who use food. Not chefs it seems. If they are successful enough to employ 10 staff and are working out of a location near the City they must be doing something right to earn that sort of money.
It's pretty cool (although they probably aren't the best spokespeople on camera for what they do).
I just wonder how all they make enough money to employ ten poeople and what kind of things are their routine jobs that earn them the cash.