There's the ease factor as well. I have my shake on my way and during the beginning of my work day. Without it, I don't get a chance to eat til 9:00 am, and I leave my house at 6:15 am. By then I'm ravenous and it's not a good thing. I can grab a sip here and there while working, can't really do that with actual food. I'm "this" close to dropping the Shakeology and just doing the Ideal (half the price), so I may do that. We shall see.