Sure, but are they marketed to nerds? That I can think of, products like this tend to be marketed towards health enthusiasts, gym goers, body builders, hikers

Sure, but are they marketed to nerds? That I can think of, products like this tend to be marketed towards health enthusiasts, gym goers, body builders, hikers etc. Techies may be any or all of those things, but those products don't categorically stroke the egos of "techies" by playing into their preconceived image of themselves. I've got some protein shake mix (not quite the same thing, but close enough) above my sink, but nobody on HN cares about that stuff; it's not marketed like Soylent is. The last time I discussed Soylent on this site, I compared the marketing phenomenon around it to the "School Teacher discovers [whatever], Doctors hate her!" ads. I think everyone is fawning over soylent because they are techies, Rhinehart is a techie, and a techie somehow 'disrupting' a non-tech field fits their mental image of superiority. If Rhinehart were a nutritionist and if he were marketing this to, say, people into cardio, then this product wouldn't be notable. (Note that this isn't me saying the product will sell poorly. It is just my reason for not, say, thinking that this is going to "Change Everything"(tm))