That's true and is a problem, but as the saying by Carl Sagan goes
“Extraordinary claims require extraordinary evidence”
It's not particularly extraordinary to claim that, for example, a trace element mix boosts colors. There's certainly some context where that is likely to be true, even if its mostly marketing buzz, and is nearly impossible to ever prove it wrong.
But the claims going along with the bolus method are somewhat extraordinary, involve hypothesized mechanisms not otherwise known to science, and are complicated by the fact that it is misnamed which leads everyone to associate the claims and evidence with the name, not the actual procedure.
This claim would be far less interesting and controversial:
News flash: FM claims boosting lights causes a pH rise. The light boost method works great!