I haven't researched it much, but I see it like any supplement. In theory they're using some good ingredients, but it's hard to know what it actually does in practice. I remember looking up the sweetener they used once. Better than sugar, but still not something you want to have a ton of.
On a side note, I saw the head of the company talk at a conference. He's awesome. Pretty young guy, very confident and funny, and worked his ass of to get the company up and running. I have a lot of respect for him.
Btw I do love the comments they put on the bottle. Funny stuff.