Eh, marketing is a fact of life.
I don't throw away ideas that might be useful because some pure marketing thing is thrown on.
I try to see past it to the idea behind the smoke (if there is one) and see if I could use THAT for my dog/life/whatever.
I don't know enough T-Touch techniques to say whether or not it works, but I do know Wally will relax if I pet him slowly (and sometimes it keeps him from going "over the edge" as it were.
Whether or not it does any thing with the cell intelligence or whatever really doesn't matter to me. Will it help Wally in stressful situations? That's the only question I care about.