Soylent's rise in popularity reminds me a bit of Lifelock. The CEO comes out and makes very ambitious claims. In Lifelock's case, that was the whole, "here's my SSN." [0] For Soylent, it's the CEO living off just that for months on end [1]. These types of sales pitches continue for months until the claims prove false and then the product marketing is changed. Maybe Soylent is different, but I wouldn't hold my breath.

[0] http://www.wired.com/2010/05/lifelock-identity-theft/ [1] http://www.independent.co.uk/life-style/food-and-drink/could...