The most unnecessary Passover product ever

If you celebrate Passover and live anywhere near Dedham, you probably know that the Dedham Stop & Shop has a pretty large Passover-food section - everything from kosher-for-Passover coconut milk to, of course, all sorts of matzoh (they've got shmurah matzoh, gluten-free matzoh and triangular matzoh with which to make pizza matzoh). But there is one item they have this year that is completely unnecessary, in fact, kind of an abomination: Matzoh brei in a box.

To understand why, you first need to understand matzoh brei - one of the few ways to make matzoh taste good (short of slathering half a jar of jam on it). You take matzoh, crumble it up, let it sit in a bowl of water for 30 seconds, then mix it with a some beaten eggs and fry the whole thing up. Salt and pepper to taste. It's a delicious Passover tradition that is the absolute easiest thing in the world to make - even your culinarily challenged editor can make it.

In our first macaroon run of the season yesterday, we noticed something new (at least to us): Boxes of Streit's Sweet Matzo Brei. What? In fact, it isn't matzoh brei. It is literally just crumbled matzoh in a box - you have to supply your own eggs, oil (and water). And they want $12.51 a pound for the stuff - compared to the $4 a pound it would cost you to get a box of Streit's (uncrumbled) egg matzoh that was sitting roughly four feet away.

Gah! Who came with this idea? And who falls for it?