Surely the amount this machine costs combined with the huge cost the formula must be in all those individual containers would be enough to pay for good lactation support or a killer electric double pump.

This gadget is really for the "I didn't want to breastfeed" market so they can't be getting up in arms about comments on the inferiority of formula.

If I was formula feeding and didn't give a crap about the environment I'd love this. I'm too lazy and forgetful to get boiled water to the right temp and not get distracted with scooping formula. This thing almost makes it as easy as BFing (apart from the cleaning, shopping, overnight feeds and being away from the house).