Yeah that was my thought too when skimming over it ... A lot of it is just whole plant-based foods, and 90% of people will probably get all the benefit from just that, leaving aside all the supplements.

The one thing I think is good is the variety of ingredients/produce, and that can be fairly expensive (but probably not as expensive as what they're charging). You can do it cheaply if you live near a market, and have multiple people with a similar diet