The only thing that's really remarkable about this is that they've managed to generate some buzz over a project that's literally nothing more than reinventing the nutrition shake--the makers of Ensure and Slim-Fast must be kicking themselves. Rhinehart makes a big deal over the improvements to his health, but this was his diet before:
They had been living mostly on ramen, corn dogs, and Costco frozen quesadillas—supplemented by Vitamin C tablets, to stave off scurvy—but the grocery bills were still adding up. Rob Rhinehart, one of the entrepreneurs, began to resent the fact that he had to eat at all. “Food was such a large burden,” he told me recently. “It was also the time and the hassle. We had a very small kitchen, and no dishwasher.” He tried out his own version of “Super Size Me,” living on McDonald’s dollar meals and five-dollar pizzas from Little Caesars. But after a week, he said, “I felt like I was going to die.” Kale was all the rage—and cheap—so next he tried an all-kale diet. But that didn’t work, either. “I was starving,” he said.
Well, no shit, Sherlock. (At least the article acknowledges that Rhinehart just didn't seem to be that much into food in the first place.) I like that they mention the DIY site for alternate recipes--I may experiment with a low-carb option, myself--but, even before he gets into the fantasy of the GMO algae that can crank this stuff out magically, a lot about this concept seems like agribusiness' wet dream.