The original Milkwise actually has 3g of protein, leading to the (still ridiculous) calculation of ~38% milk. With the other 62% being mostly water and other junk like added sugar.

They insist (when I asked their customer service people) that this product was created to "Meet the demand of certain consumers", which sounds like PR doubletalk to me. Even if this was the case, my biggest problem is that they are trying to market this as milk not a "milk-beverage". The word Milk is in huge letters all over the box, its in the exact same container that milk has been coming in for decades, its sold right next to milk, its made by a very large milk producer.

Their sales are driven by consumer ignorance.