I see your point, but I'm going to call a bit of bullshit on it. What you are saying makes sense if the team then moves on to perform similar tasks again and can use this institutional knowledge to their advantage. But here it seems that the team was actually at least in part comprised of outside consultants. So they did spend two years of Soylent's time and money to design and Odwalla bottle. Sure it makes for a cool story, but it seems more like they could have saved themselves about 18-20 months by looking harder for different packaging options instead of inventing new ones, not to mention the money that went into this. No really, they didn't mention how much this cost.

Your comparison can actually be used as a counterpoint to your argument: maybe they should have hired someone who didn't need to look at so many reference designs to figure out sqround.