I believe they now have many millions funding due to the backers seeing how good an investment it is, but they need people to start asking their health providers to fund their program, hence the top quality marketing.
The company was started by the people who wrote “The Art and Sciance of Low Carb Living”, and “A New Atkins for a New You” along with 30 years of academic research publishing many papers on low carb. The start up funding come from some of the leading venture capital companies in silicon valley.