In Soylent's specific case it looks like they saw an unaddressed opportunity in the tech environment around them, then expanded from there. They took a marketin

In Soylent's specific case it looks like they saw an unaddressed opportunity in the tech environment around them, then expanded from there. They took a marketing approach (it's about "science and efficiency") which that crowd responds to. Nutrition and food marketers weren't a part of that world and likely didn't have the chance to see the opportunity.