Sounds like just another snake oil to me.
Best to just buy a bottle of ammonia and do a fishless cycle with patience. nd/or "seed" the tank with some established media. That works surprisingly well. In fact I just set up three betta tanks in the past few weeks and added some used Ehfisubstrat from one of my tanks into the filters of the betta systems - haven't found a trace of ammonia or nitrite yet. Instant biofilter.