as an example, he put no cholesterol at all in his original formula (I have no idea if he's updated it or not)
This is actually a bad example; humans can produce cholesterol, and so the FDA does not recommend intake.
"Can produce" doesn't mean optimal intake is 0.
Rob Rhinehart's food replacement Soylent now has a crowdfunding campaign.
If you're interested in one or more of these benefits, send in some money! There is also a new blog post.