Via TechCrunch:
Fascinated by inefficiencies in the industrial food system, Rhinehart designed and then started living off a meal replacement he cheekily named Soylent — after the dystopian movie Soylent Green where Charlton Heston discovers that society has been living off rations made of humans [rations called "Soylent Green"].
This Soylent, thankfully, is not made of humans.
However this Soylent most definitely is:
They were only trying to raise 100k. More on how and why names with negative associations work
