So - I was thinking… When you look at the economy of a single household, you see how much money is spend on food. I have been living in several countries in Europe, and even though in countries like Spain, people eat out more - still a huge amount is spent on food.
Now, enter Soylent. A new player that actually says to the consumer that you can save some of the money, you normally send to food industry. I hope that founders are actually thinking in which ways the established food industry can harass them, and how to counter the harrasment.
Lets say that soylent would become quite popular. Maybe not for everyday use, but (like in my case) some people would use soylent 80% of the time and regual food 20% of the time. Food industry is suddenly seeing the threat.
Then they could:
- hire a good PR company and starting planting articles about how Soylent may be-very-bad-for-you ™
- search long enough and find a scientist that actually says that Soylent is a bad idea (no matter what there always is some crackpot some place that will say that)
- lobby for things like soylent to be classified as medical food, hence having to pass a shitload of FDA-tests (in each part of the world where it is sold) I mean - worst case, this process can take 10 years…
- search long enough and find someone that actually did get some problems from using soylent (and at some point there will be someone), and make his story LOUD. Maybe find several.
How about transport industry ? Since a huge amount of their turnover is from transporting food(-related stuff) ? How about TV-stations/Magazines/Media that live off doing food-advices, etc. ? I can think of lots of players that would be bothered by such a disruptive technology.
Anyway - those are just my two cents. I have been working in starting small telecommunication companies and believe me - there is no such thing as “free market” or “the best product wins” The established players have lots of power and can do lots of stuff to stall your growth.
… but then ofcourse - this scenario is probably 10 years in the future And I am probably overestimating the impact Soylent can have … but a guy can always dream