In my office it is at least. When I started working here a few years ago we got a new hire and we asked him repeatedly if he wanted to come to lunch with us, which he always politely declined. Curiosity got the best of one of my co-workers and he decided to approach the new guy about his “lunch”. He didn’t really want to talk about it, he just left it at “I’m weird and I drink my lunch”. Well if you knew my co-worker you would know that answer wouldn’t suffice for long. He pushed and pushed and eventually he learned what Soylent was and decided he wanted to try, he was the second with a subscription. I mocked them both playfully deciding I loved my relationship with food and would never change that. By the time I was pushing 230 pounds (which is not good at 5’7") I had decided that I was going to give it the old college try. I however jumped in with both feet and became the third subscriber. It made me wish I had started it sooner, I am still a little overweight but 180 is way better than 230, and it still comes off slowly. Human nature is to see how something works and then imitate it, so when my other coworkers started seeing what Soylent was doing for me some of them also jumped on board. Currently we have 6 Soylent subscribers in our office of about 30, so is it catching on? I would say so.