Muktuk is kind of like Gatorade, IMHO. You know, when you haven't exercised, Gatorade tastes like piss's poor cousin, but after a run it is nectar of the gods? Same deal. Muktuk in the comfort of a building is HORRIBLE, but when you've been out on snowshoes all day you could also eat the arm that handed it to you. The only reason it hasn't made it as a professional sports product thusfar is that the commercials would be to ugly.