I mean it might be a waste of money, but I think part of what they're trying to accomplish is not what's good generally, but also how certain people may respond to different foods, which they hope to leverage for doctors to personalize diet recommendations:

  “There can be this public perception out there that ‘Oh, everyone knows what you’re supposed to eat, but it doesn’t work for me.’ But if this is for me and based on me,” people might be more likely to follow the plan, Nicastro said.