His chili crunch is fine but costs significantly more than many other chili crunch brands which are fine too. You're paying for the Momofuku branding on it that makes certain types of consumers feel good about themselves.
God, don't get me started on how insane his asking price for the "restaurant grade" soy sauce is. This is all subjective opinion on the quality and cost of good, of course. But the costs per ounce are very easy to shop.
I actually put his in a lineup with others when I got in a chili oil craze.
And while it definitely is good quality, it isn't mind blowing. And I personally prefer other brands instead! It's also, to my taste, much more Americanized. Much more refined sugar and using a different less complex method for the umami.
It's still delicious, but I personally won't be getting it again.
To be fair he is American and primarily marketing to an American(ized) audience. I’m personally a big fan of Americanization of foods. I’ve had dozens of “authentic” Mexican tacos and I love them - they’re fantastic things. I had a GF with an obese white trash mom who made an Americanized version of tacos which to my taste was incredible. Took the real parts and amplified certain things to the local palette. Like best tacos ever and just as authentic relatively.
His rice vinegar, which apparently is "restaurant tested" and has taken "years of research" to create the "vinegar of their dreams" is even worse in terms of pricing. But "you've never tasted anything like this before" as it comes from their "proprietary blend of rice".
Professional marketing copy like this costs money. When Chef Chang says "Buy it!" the only response is "YES CHEF!".
Not that it's well priced, but just because they're both "soy sauces", doesn't mean they are really comparable products intended to be used in a the same way while cooking. It's like the difference between an expensive olive oil you would use in a simple vinaigrette, eating with bread, or drizzling over a dish once it's cooked, and a cheaper neutral oil for sauteeing in the early steps of a recipe
God, don't get me started on how insane his asking price for the "restaurant grade" soy sauce is. This is all subjective opinion on the quality and cost of good, of course. But the costs per ounce are very easy to shop.