I think the parent is talking about the massive hype[1] generated around Soylent, which is i) weird ii) not in any way original and iii) sub-optimally marketed with some probably illegal claims.

[1] It's really impressive how they managed to create such interest around a product idea, with people describing it as innovative and disruptive, when you've been able to walk into any drugstore and buy identical (but better researched and quality assured) products off the shelf.