Goodnighties is a sleepwear product that will ostensibly “maximize sleep benefits” by neutralizing “the stress our bodies produce.” It does so since it is “made with a smart-fabric” that is “stimulating blood flow with negative ions to tired strained muscles.” If you worry about “bullshit” based on that description, rest assured that your worries will not be allayed by trying to go further into the details (some of which are discussed here). In any case, the sleepwear is supposed to be impregnated with a substance that emits negative ions. How that is connected to “the stress our bodies produce” is anybody’s guess, and that’s without even raising the question of how it is supposed to cureit, even if the ions could be directed to specific “tired, strained muscled” when absorbed by our bodies, which they cannot, even if they existed in the product, which tests (this one is a good report of various tests done on the product) suggest they do not. None of that prevents the company from making some spectacularly grandiose claims about the product, such as that the negative ions “increase blood flow and oxygen to relieve pain and restore joint mobility, “restore pH balance”, and (at the same time) “promote an alkaline reaction in the cells,” and that athletes use the product, the primary function of which is to provide a more peaceful sleep, as “a stimulus to enhance physical performance”. The product has, however, been promoted by Dr. Oz. So has astrology and communication with the spirits of the dead.
Most of the, uh, science supposedly supporting the product has been systematized by one Dr. Albert Ouimet, their leading scientist (we’re not sure whether there are more) and part of the original IonX development team (ditto). Ouimet has more recently also expanded the product sortiment, all based on ridiculous nonsense. Energy Athletic Golf (“powered by IonX”), for instance, can ostensibly “improve all aspects [products like this usually come with pretty strong claims] of a golfer’s game, helping to energize, increase focus and add power during every round” by “ionization”. The claim is discussed here. According to Ouimet, “science has learned […] that ionization energizes the body’s electrical circuits,” which “stimulates blood flow, increases efficiency of power and speeds up recovery.” Ah, yes, the science. If Ouimet knows what it means, then surely his target audience does not. How does it work? “With coverage many times greater than a bracelet or necklace, the IonX Ionized Energy Fabric, exclusive to Energy Athletic Golf, delivers ionized energy to the entire upper body through a negatively charged electromagnetic field built into the molecular structure of the fabric.” And apart from some technobabble and the claim that the shirt in question works with the body’s own “force field”, that’s pretty much all the details you will get. You will, however, also be told that “wearing Energy Athletic powered by IonX will have the advantage of increased average power of 2.7%” – “power” being that bar in the upper right of your screen that blinks red when it’s low. He’s also got a graph. And testimonials, of course.
Diagnosis: Some may find it hard to believe that Al Ouimet is a loon, but we’ll give him the benefit of the doubt (or not, depending how you see it), and suggest that he is a derangedly insane crackpot. His customers definitely are, at least.