The trouble with Hills and other food companies that do this, is the long term. They try to cater to the growing educated masses by creating these new foods, but eventually, once they've got the customers, (even if it starts halfway decent which I doubt, since they have the ways and knowledge to make a food look much better than it is) the quality of the food will deteriorate, and many people won't notice when it does.
Sort of like what happens when the small privately owned better pet food companies are bought out by conglomerates. Most people don't even realize it, and don't notice when the food quality deteriorates, until the pet starts getting sick. And even then the food isn't blamed, because it is the "best" and the pet has "eaten it all his life".
Sigh....