It seemed like they were doing something truly revolutionary with the potential to drastically reduce human consumption of eggs. (This can only be a good thing for anyone with a concern for animal welfare.)

The article suggests their core product is just mayonnaise made with an already-commonplace vegan food additive. They outsourced the development of it, and don't even understand the science of how it works.

Is there a new generation of entrepreneurs who have realised their path to riches is to found a PR machine masquerading as a tech company?

I've read reports with analyses that were blatantly wrong from a statistic or technical perspective, I've had discussions about the value of 'meta keywords' and whatnot where google itself refuted their arguments. And the most 'effective' experts I found were only so because they'd do all sorts of shady things like set up blogs for link juice.

On the other hand, I have met plenty of people with deep knowledge of SEO and social media, but very few of them called themselves primarily experts in this area. Usually they'd be web developers/designers, or small creative studios, or just have some unsexy job description working for a big company.

Kalanick jumps the shark.

Translation: "I don't know anything about this, but I believe it is important, so I want it to be done right... and I somehow think I am the person to do that." This is why we all repair our own cars using hammers and pliers.