How is this different / better than any other shake-based diet powder? Edt: As my wife just put it, "It sounds like guys are too insecure to drink Slim-Fast, so the idea is being re-branded to be more manly. Like the Axe of diet shakes."
It's not a cheap diet-oriented meal replacement (little more than protein, sugar, and vitamin mix) intended to provide satiating filler with minimal meaningful content but still requiring "a sensible meal". It's a serious attempt at providing EVERYTHING a body needs, including hard-to-manage micronutrients.
http://ensure.com/products/ensure-complete-shakes
or
http://www.amazon.com/Nutrament-Energy-Fitness-Drink-Banana/...