Earlier quoted context omitted.
I also recommend looking elsewhere since the OP is an example of terrible science. Due to the proprietary nature of the diet this study is impossible for an unbiased researcher to replicate.
Why is the diet proprietary? Is he publishing without revealing sufficient detail for it to be replicated? Or is this some secret business oriented research that's going on? I think it wouldn't really be science relevant without revealing the diet so we can look at the nutrients and compare that to the research.
I agree with you that it doesn't sound especially "proprietary".