Interesting wrinkle in this company is that MacKinnon is a seriously excellent, top notch scientist. In fact, it has surprised me that he's not been more involved in start-ups because his work really looks at the type of data that pharma companies rely on.
But alternatively, this might reflect the bubble that many academic scientists live in. By that, I mean their strong dedication and acumen in one field (basic research) makes one surprised at their seeming naivete when entering another (drug development).
It is a mixture of capsicum, ginger extract, and cinnamon extract...
In traditional Chinese medicine, ginger is often prescribed for leg cramps. Maybe they're targeting China's emerging middle class who favor western drugs. (Only half-kidding.)