The founder made millions making and selling cold press juice bars on the east coast. This is just taking that idea and "bringing it to the masses". Calling it a scam is ignorant. I've heard of dumber ideas with less successful founders getting more money.
A juiceophile might buy a $700 "juicing machine".
The scam is in whatever "business mumbo-jumbo" they used to raise $120 million to develop this.