Buccal administration of medicine is not a new idea by any stretch of the imagination. Companies have been trying and failing to develop buccal insulin and viagra for at least ten years, and no one has succeeded. If Fuse really does have a formulation that increases the bioavailability of medications delivered through the oral mucosa 1.8B would be a drop in the bucket. That being said, a lot of companies have spent a lot of time and money trying to do that, and they have failed (negative results of studies rarely ever get published).
"This unique delivery system has allowed for increased absorption of encapsulated nutrients across the dermal and oral mucosa providing for enhanced transport across the anion-exchange membrane, and maximal delivery of nutrients and pharmaceutical actives." This sentence is false since maximal delivery will always be by IV administration. I am skeptical that this team has developed any new encapsulation formula without attracting attention from a major pharma company which would have quickly bought Fuse for the potential uses alone.
One reason the "patent pending technology" is intriguing to me is that it could be a dosage control mechanism that would allow a sufficient, but precise amount of medication to be delivered, while still allowing for the digestive system to be bypassed (a device that works somewhere between a standard dropper and a teaspoon of liquid ibuprofen).
That is all long term speculation based on what I have learned in my studies over the last 6 years.
In the short term...
This company clearly understands marketing. Why is Monster valued at 11 billion dollars? Why does anyone drink Red Bull? Why would anyone subject themselves to 5 hour energy? Why does anyone drink gatorade for that matter (it is just water, sugar, and salt)? Because people believe they work (despite a lack of any clear scientific evidence supporting the claims). SO, the short term success of this company depends on its ability to convince people that the Drops are the way to go.