Gavin Whedon

Yeah, that's not what I'm saying.

Don't at me.

But there's an awful lot of investment at this point in desiccation technologies to dry out whey because it's in its liquid form.

It's obviously wet and filtrate it and ultimately produce the dry granular powder that's

that we all now know, or many people now know, as the stuff in those big plastic tubs of protein powder or in the grocery store shelves.

Because that's the key question, right?

If people say, why are people so interested in protein powder?

The obvious answer...

is, well, there's a lot of demand for protein.

People really want protein and the market's giving them what they want.

And one of the things we try and show with this story is, well, actually, the dairy industry needed to find a home to create a market for this stuff that they now had in abundance in a comparatively palatable form.

Palatable compared to liquid whey waste, maybe even palatable compared to Lee Big's extract of beef.

When we're talking about optimization and what has recently, or at least in terms of my contact with popular culture, seems to be recently the language of maxing.

That's when we're into the realms of abundance and actualization and at a real distance from lack or scarcity.

So there's a lot more to say, I think, but it stands to reason that that would be the interest and preserve of those who have abundant resources.

It also gives the impression of a variety where there isn't much as well, right?

Because we can list all these different products as if they're representing different kinds of protein.

Which, yeah, no.

Look at the ingredients.

It's probably milk powder.