"Soylent is betting on the fact that consumers want to separate the nourishment of food from the ritual of eating." Not at all! The ideas is that many, or at l

"Soylent is betting on the fact that consumers want to separate the nourishment of food from the ritual of eating." Not at all! The ideas is that many, or at least enough, consumers want nourishment without the effort or time spent on prepping, cooking, and cleaning up after a meal. Aside from Soylent, the only way the person who can't cook -- or can't cook well, or hasn't access to good cooking facilities, or just doesn't want to spend time cooking -- can get good nourishment is to pay a lot to eat at high-quality restaurants -- and end up spending almost as much time on the process. Or, much more likely, to eat crap such as Ramen, MacD's, frozen dinners, PB&J sandwiches or take-out pizza slices and beer. And ironically still pay a very high price per protein calorie and fall far short of MDRs of many things. Soylent's market is obviously not the people who like to cook, or have partners who like (or have the time) to cook, and access to a proper kitchen and pantry and such. It's the bachelors of the world, the grad students, the people living in studio apartments writing code all night. And I think it will do very well from and for them.