You missed my point: there are literally thousands of powdered supplement mixes out there that contain all different types of blends/mixtures of various compounds, minerals, vitamins, amino, etc. there are even some that have whey, soy, casein, etc. as part of the blend.
As a company providing APIs and encouraging development on your platform is great as long as you maintain control. The problem with APIs is apps can, provided the APIs provide enough of the right data, totally remove your influence in favor of the developer using your APIs. I first saw this Social Fixer app a few weeks back and I immediately thought "finally, someone that will remind us who owns facebook: the users." Facebook will have no revenue if they cannot monetize the marketing of their site, and with free APIs they can't do that. Paid APIs? Devs want free access, so you'll kill your dev community if you start charging.
That's expensive. "Cloud" hosting services cost about 1.5x traditional hosting. When you want multiple locations("regions" in aws) you need to pay for resources in each additional region, then pay another cost to provide that failover. Cloud hosting is great, but it's nothing it does is new or cheaper than hosting 10 years ago.
I don't buy that argument - we've had IP appliances(Fridges, home security systems) for the better part of a decade. We've had alarm clocks that get global time information sync'd for decades. Connected appliances, and recently on-line appliances are not innovative.
More than anything I was interested to figure out what the leading indicators of the next industry bubble would be(after being in college during the 90s.com fun). My takeaway from this is while it's a fun gimmick, it's a solution looking for a problem. The fact it's getting traction in conversation is fascinating and provides greater insight than the concept itself.