I am a novice when it comes to biology, but even in my research I had become suspicious about the fact that most probiotics have so few varieties, and that they

I am a novice when it comes to biology, but even in my research I had become suspicious about the fact that most probiotics have so few varieties, and that they were predominantly of the "wrong" families as compared with what the research showed. Much of the research that has been done has been on the importance of increased bacteroidetes vs. firmicutes, the two most prevalent families of bacteria in the digestive tract. But almost all of the probiotics on the market don't contain any bacteroidetes. Most have lactobacillus (which is technically a firmicutes, but considered a "good firmicutes" I guess, and is used to make yoghurt) or bifidobacterium (like Align) which is in a completely separate family (Actinobacteria). When I saw this product on a mailing list a couple days ago, I purchased it because it was exactly what I had been looking for. So I think this has potential for informed early adopters. There are some people that can read articles on the Internet from google searches and realize that they aren't getting the whole picture because they are obviously from the low-quality content-farmed stuff that google ranks highly on health search results, and I think this is appealing to them (us). Now, it's yet to be seen whether it's a winning move to provide clear, logical information grounded in science vs. tooting the bullshit horn that we see in naturalistic health circles. I definitely agree that they could have more marketable messaging, but I would expect that they'll be able to develop better marketing presence by gradually accumulating pagerank, becoming well-known in serious health circles, and maybe some affiliate marketing and the like. But all that takes time and this is right out of the gate. Their core value proposition is much better than competing companies, in my opinion.