I don't think it's a bizarre claim at all. The ingredients just don't look like the recommendations of nutritionists, dieticians, or researchers focusing on nutrition. Nothing aiming at human health would have soy protein (59% bioavailability) and maltodextrin (absorbed by your body as fast as glucose but doesn't need to be listed as a sugar) as the first two ingredients. Why oh why are these two of the most common ingredient all over the bar and shake industry? Could it be because they are dirt cheap?

I was responding specifically to the vitamin D claim, since that was the evidence you presented to make your fairly-extreme claim (and one that I happened to have some personal knowledge about).

Even in general though, I don't see why the only thing to optimize for is as much bioavailability as possible. People care about things like cost too. (Though this opinion of mine is a lot less strong than my reaction to your initial claim)