I have years of experience in sales, currently going to school to get my masters in the foundations of business, and this guy is literally pulling one of the oldest tricks in the book, introduce a "better" product, (anyone else notice that he didn't choose a veg or flowering nute, just a rooting hormone?) talk it up and create a value and a need for this "alien" product. No lie, he probably followed the age old advice of ,"If you can't beat 'em, join 'em" and is somehow under a contract, offered money, or even bought the "competitor" and just slapped a different label on it.