This is where tech vs. business breaks down.<p>Tech thinks everything has to be new, unique, novel, and the-best-in-the-world.<p>Business is all about differentiation and marketing and getting inside customer minds.  Even if Soylent <i>was</i> Ensure re-branded, they can still have a business by being &quot;fuel for the tech crowd&quot; instead of &quot;feeding tube fuel&quot; <a href="http:&#x2F;&#x2F;www.amazon.com&#x2F;Nestle-Healthcare-Nutrition-85140100-Unflavored&#x2F;dp&#x2F;B00Q0RZGBK" rel="nofollow">http:&#x2F;&#x2F;www.amazon.com&#x2F;Nestle-Healthcare-Nutrition-85140100-U...</a><p>It&#x27;s all the same product.  You&#x27;re paying to belong to a brand&#x2F;cult for a personal enjoyment experience (<i>I drink the same sludge as VCs!  I&#x27;m awesome!!</i>), not because the products are substantially different.<p>What&#x27;s the end-game with Soylent anyway?  Soylent will be sold to Nestle, the feeding tube people, not to Tesla or Apple or Microsoft or Adobe.