"reasonable, healthy nutrition that takes no planning or decision-making, and is cheap and easy."

You can't say it's cheap because it's not being sold to consumers. There's a promotional price that works out to $10 a day which is cheap but not out of line with similar products.

"reasonable, healthy nutrition" give the benefit of the doubt here.

"no planning" - doubtful, it's a powder mix you make into shakes. That requires some planning.

"no decision making" - identical to any "eat only x" diet, many people would not consider this a selling point.

"easy" Ok, we'll give them a pass here. Not the easiest though.

I wouldn't consider $10 a day cheap. That'd add up to $600 a month for me and my wife, and that's way more than our current food budget (including delivery, beer, wine, fresh roasted coffee and more luxuries).

I assumed it was going to be way cheaper than that.

You know, "you are too stupid to be allowed to make your own food," is probably not a good selling point for most people. I'm going to go out on limb and suggest that it's not a good selling point for anyone.

"Soylent fans" who are fans before the actual product has been seen or tested in any significant way might self-identify as people who need to be targeted by the first paragraph of this reply, however.