I think the hype around this company has more to do with how much people want to have a solution like this, than this actually being a good solution. It's a dietary supplement of things that are already in common foods, and that you can already buy separately. I've seen a couple articles on this company now, and they always leave me scratching my head. I guess if you're already a famous scientist, people care more. Too bad for us that we only have hacks :) We'd be in every news publication by now if we had some name cred.