I don't really care about who car companies employ; I do care about the performance of the car I buy. If the car is unproven I don't buy it. If the car is proven to be defective or unsafe I don't buy it.
Soylent is not a car. The first buy is bordering on an impulse buy. If it doesn't work for someone then they're likely to stop using it. If you're skeptical about it then don't buy it... wait for the reviews, wait for the early adopters to give some feedback.
Marketing is mostly bullshit... Soylent is mostly marketing right now. If the marketing bothers you then you're probably not an early adopter so just hang back and tell the early adopters how stupid they were in a year.