I worked for a company in this space for a bit. My 2% of a dollar: the tech probably isn't BS. They're most likely using direct colorimetric assays, and also po

I worked for a company in this space for a bit. My 2% of a dollar: the tech probably isn't BS. They're most likely using direct colorimetric assays, and also possibly immunoassays (think ELISA). I'd be concerned about the sensitivity of their assays from such a small sample volume (a drop of blood is about 20 microliters). Vitamin D in particular is tricky due to its low blood concentration. I'd hope that they are doing something clever with fluidics to amplify the signal. The price of the reader seems about right (if just a bit low to encourage adoption). Their business model is likely a) dependent on a razor-and-blades strategy, with expensive consumables, and b) dependent on the system cost being reimbursable through insurance.