Water Chemistry

I was just leafing through the new Coral magazine for November/December and noticed an advertisement from Brightwell about some new products coming out. One of which is the media dealing with phosphate removal and said it is 500% more effective than GFO. Does that sound like snake oil or is it just me? I am curious what other people think.

Also, I just looked and couldn't seem to find the product on Brightwell's website even. Strange.