"...organic, yet aerosol can?"

I know, right? The irony isn't lost on me. I love this quote from their press page:
<<Batter Blaster is one of those products, like pre-shredded cheese, that invites ridicule for its contribution to laziness in American kitchens. But the biggest obstacle for worldwide success is probably the price. An 18-ounce can of the product, good for about 28 four-inch pancakes, retails for $4.99 to $5.99. (Costco will price packs of three for $10.) Thirty-two ounces of powdered pancake batter can be found for less than half that cost.

<<O'Connor has already thought this one out.

<< "Imagine if this was 15 years ago, and I said, 'I have a great idea. Give me 20 million bucks and I'm going to take heads of lettuce, wash them and put it in a bag and charge twice as much for them,' " O'Connor said. "Most investors would say, 'What -hole will buy heads of lettuce in a bag?' ">>