Typical marketing horseshit. Buzzwords and tugs on emotional strings...
I am all for non-pharma options for keeping us healthy. 150%. There are some things for which we still have to rely on the engineered molecule to set us straight, but wherever nature can provide a cure I am likely to lean towards that as the preferred treatment. Where it can't, I accept that the pharma option is still better than nothing.
Where it starts to break down is when people are promoting things that can be proven to have zero positive benefit, but people still buy them. When you are dying, and you turn to alternative methods for a cure, it would be really nice if the people that are ostensibly trying to help you actually had a clue what they were talking about.
Case in point: Alkalized water. I feel bad for anyone that went in for this nonsense.
One of my favorite chemist youtubers put this together on that very subject. What it shows me is that while for some of the proponents their hearts were clearly in the right place, others are just out to make a buck, probably knowing that its nonsense. Have a look: