Haha, spot on with that.
On a broader point, most of Primal/Steve is just one big fickle lite-scam/grift (indeed, that goes for much of the health/supplement industry in general if it's heavily predicated around affiliate/influencer-led marketing or "not a pyramid scheme" MLMs).
You can tell nothing Steve promotes/extols/swears by has lasting impact by virtue of the fact he constantly has to move on to hawking his next trend/fad/book/solution. Nothing ever sticks (unlike his gloopy UP noodles to most surfaces).
Once enough suckers fall for A, discover it doesn't work (or helps a bit - correlation of causation? TBD), they stop buying. So he has to wheel out B as the solution. Rinse and repeat.
I'm lost as to which letter of the alphabet he's at now.
Steve, or at least a combination of Steve and his team, are clearly very good business people. I'll give him credit for that.
However, Steve seems to have ambitions at times that are too big - and once they don't come to fruition, he appears to get bored, lose interest, and move on to his next venture.
It wasn't that long ago that Steve released his 'Lure of Gems' book. In that book, Steve mentions about how much he loves gemstones, and that Gemporia will be his last business venture.
Fast forward to 2024, Steve only appears on Gems TV when he's selling health-related products. He's nowhere to be seen when they're selling jewellery. Even a few days ago, at the weekend during the 'Steve Bennett Vault' weekend, Dave Troth came on telling us how "Steve has taken a step back from jewellery in recent years because he's focused on health".
Steve attempted to expand Gemporia by launching channels in America, India, etc. He also moved towards selling Gemporia jewellery in shops (Selfridges was it? I can't recall), plus Virgin Atlantic flights. Brexit and other external matters seems to have hit those expansions - and some failed (others seemed to have ceased without explanation).
Steve then seemed to take a backseat and launched Primal.
Primal Cure was born, and I suspect that had an early issue because the name soon changed to Primal Living (I suspect the word 'Cure' became problematic). Steve launched a range of products - but the market was already dominated by Tej Lalvani's 'Vitabiotics' company.
The other problems were that the packaging looked 'cheap' and unappealing (and still does), some of the product names were AWFUL and just didn't sound like names that could be taken seriously (such as 'Noggin' - a drink for supposed brain benefits, and 'Drink Me Gorgeous').
Despite Gemporia's claims that they were brilliant products and amongst the best, if not the best, on the market, some of their products were much weaker than competing products - such as their probiotics, which are NOWHERE near as strong as Bioglan, etc - but their prices were not reflective of such, nor were they competitive - even on the 'buy 2 get a 3rd free' deal that they usually have on Gems TV. For the price of Steve's probiotics, I could get some which were 3x stronger from Costco for just £2 more.
In addition to that, on the rare occasion that I did buy Primal products, they were nearly always coming to the end of their use by date - which suggested they'd been in stock for a long time.
I think it soon became apparent that, even with Gemporia's huge customer base and large TV audience, Primal was not going to become a huge business that could compete with well-known brands.
So Primal was merged into Gemporia, and Steve moved onto yet another business venture - which seems to consist of a few clinics. I don't know much about this business though so it would be unfair for me to comment.
It'll be interesting to see if he sticks with his latest venture, or whether he moves onto something new again at a later date.