This is double edged.
If the product works we should have proof in the form of test results right now. When it comes to "bolt on" parts for engines, that's what buyers base their opinion on. Whether it be a supercharger, exhaust system, or a high performance air filter. They bolt the stuff on and then dyno test it.
The product works.... so where's the test results???
Sure word of mouth "works" but this is Mark Zuckerburg spreading Facebook through a series of Colleges, this is a product that looks like a lot of others on the market and claims to do "the impossible." I'm not saying it doesn't work.
They need marketing but first and foremost hard proof.
Would Apple expect to sell the iPod via word of mouth? To take this stance is to defend an inadequacy on behalf of the company.