Well, maybe I am a fan. A user certainly. They have many interesting articles in their knowledge base about nutrition, hydration, and electrolytes, all of which have proven out in my attempts at riding. They do hawk their products pretty fiercely, can't blame them. I haven't tried their pills other than Endurolytes, which work. I'm skeptical about the other pills. OTOH, I probably get most of what they put in their supplements in my vitamin and mineral supplementation, but I don't do the weird stuff other than CoQ10.

Sustained Energy works as advertised, but it's expensive for someone who rides a lot, hence my homebrew. OTOH it mixes more easily than my homebrew and could be better for some people if they don't mind spending the money. I have a tri friend who spends $1000/year at Hammer, just on food. Hammer Gel works as advertised. It's excellent if you like gels. No muss no fuss and cheaper than packaged. But again more expensive than my homebrew. When I used SE, I added a couple of hits of Hammer Gel to a bottle for flavor because SE has no flavor at all. Tastes like rice water.

I use HEED for my short ride and gym beverage, 2 hours or less. Works as advertised and doesn't rot my teeth, a big money saver! I don't use enough of it to worry about the cost.