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Opinion
Justin Fox

Soylent Is Weird, But It's Good Weird

At least this "food beverage" isn't loaded with sugar and fat.
Yummy, if you like that sort of thing.

Yummy, if you like that sort of thing.

Photographer: Josh Edelson/AFP/Getty Images

On Monday, software engineer Rob Rhinehart published an account of his new life without alternating electrical current -- which he has undertaken because generating that current "produces 32 percent of all greenhouse gases, more than any other economic sector." Connection to the power grid isn’t all Rhinehart has given up. He also doesn’t drive, wash his clothes (or hire anyone else to wash them) or cook anything but coffee and tea. But he still lives in a big city (Los Angeles) and is chief executive officer of a corporation with $21.5 million in venture capital funding.

That corporation is Rosa Labs, the maker of Soylent, a “macronutritious food beverage” designed to free its buyers from the drudgery of shopping, cooking and chewing. In the 2,900-word post on his personal blog, Rhinehart worked in an extended testimonial for Soylent 2.0, a new, improved version of the drink -- algae and soy seem to be the two most important ingredients -- that will begin shipping in October.