They are not trying to supplement 100% of a veg diet. Far more interesting would be to understand what the hurdle rate is for a given grocer (ie the sell-throug

They are not trying to supplement 100% of a veg diet. Far more interesting would be to understand what the hurdle rate is for a given grocer (ie the sell-through per week per square foot of retail space that they require to keep an item in stock). If this device can produce good basil for 30% less than that hurdle rate, grocers will very likely be interested.