Interesting question. first, and most important, do they personally own, feed and manage horses on a daily basis? You would be amazed how many people who are telling us how to feed don't have to live by their recommendations. There are a lot of feed products in the industry that are strictly based on dollars that do not translate to a day to day management of horses for a healthy result. Second, who have they worked for? Many who have worked for major feed companies are stuck in established feed theory based on the financial investment that the companies that they worked for have established as their business plan. As a result, new developments are rejected based on what the company has invested in and established as their product line. Third, If they worked for a major feed company, what is their opinion of "least cost formulations"? vs "Fixed formulations". Fourth, Fifth, and Sixth, see number one.