If it's expensive and doesn't seem to work why include it in anythingI think MitoBurn by them is closer to 40.00; I think it was 37.99 last I looked.
We're doing both ways - we're making a single ingredient MitoBurn and we're doing it in a formula. I can't speak for them on how they price their products; they do huge ad campaigns so they do have to have more markup to support those. I can only say that ours will be a much better value (but probably won't ever outsell theirs bc of the marketing campaign of theirs).
On the point of RipFactor, based on feedback so far, I'm not impressed with feedback enough to offer it as a single ingredient. To me, I may include it in something, but not really interested in offering it as a single ingredient. I also suspect though that due to MOA, this might work very different in different people in terms of results. But I do think the ingredient itself didn't do itself any favors by being overhyped from the beginning and I don't think it will likely meet the hype expectations.