As cool as the operations part of this is, I can't help wishing they were growing food that mattered on scale to make a difference. Lowering the carbon footprint of putting expensive garnishes on the plates of the 1% is a start, I guess.
Very few technologies have been created by targeting poor or middle-class people first.
With that said, it's often difficult to make this point successfully to people who resent that those with greater resources at their disposal have greater access to new, expensive technologies. Telling such people that today's technology that puts expensive herbs on the plates of the 1% today can grow food for the poor tomorrow is of little avail when they have visions dancing in their heads of food for the 99% being grown cheaply in basements today.