I don't really blame folks for not calling it out as a fraud at that point, given how little information we had. There were, for what it's worth, a number of people who complained about the ambiguity of the website. But many were convinced that the illustrious board must mean good results.
Well done to medman77 who had the most direct rebuke: "The company is all hot air. They have a board full of retired military figure heads that have no experience in medical devices or retail services. Additionally, they do not have any products to show. Look at their patents. They are all very general and broad. There has been NO FDA CLEARANCE for anything they are doing, which raises legal questions. Speaking of legal, search for lawsuits they are involved in. Their core technology is not even theirs. They stole it from someone else."