The sad thing is, if he had just priced it at about 35 - 40% of what he did (the price of comperable amino products), nobody would have said a word and he would have done fine. Instead, he had to use the old industry fallback and claim his was somehow "special", and jack the price up into the sky. 
Yes, it's such a marketing suicide.
INstead of making it cheap so that the people buy it in heaps he overpriced it and hopes he will make a win out of a few sales.
Why not try what is already reality in Japan??
Aji no mote, the company that provides Milos' "special" amino acids make amino acid and BCAA supplements that you can buy lierally at EVERY street corner convenience store!! Everywhere, 24 hours a day.
Everytime when i was in Japan i would buy some of the to consume throughout the day.
I just don't get it why Milos didn't aim in this direction. Make it a fair price and as available as possible, and eventually it will spread and become a top selling product.
If it doesn't work, you can always double the price and scare potential buyers away later.
