As compared to the KOM centuries, this ride is better on multiple accounts: significantly more challenging terrain, love the mass start, much more scenic, the ride support is similar to Everest Challenge and vastly better than Planet Ultra. I get a lot of satisfaction from completing 5-7hr climbing centuries but 155 miles is much more grueling and satisfying (to at least a masochist like me).
Foodwise, I drank about six bottles of perpetuem (each bottle had one scoop) and I also had a cookie and banana (in addition to about 20 endurolyte pills and five gels).