It looks like the author is a Soylent exec.[0] I think it's a test article to gauge interest.
The other possible aspect is that this post is a starting point for a larger campaign, with this article being an intro of what's to come. However, he could just be ignorant of how to market properly.
Or maybe it's just a personal blog.
"Soylent pulls Powder as part of probe into customer sickness"
https://www.crunchbase.com/organization/soylent-corporation/...