Wait what! It is practically a part of the hobby down here in Australia - Everyone I've spoken to said prime prime prime when discussing the tank move I did. And the guy I bought the tank off had like 4 bloody litres of the stuff.
Would definitely like to know more!
Sadly, it is big in the USA as well. The two links below give hundreds of posts on experiments evaluating the idea of ammonia reduction using Prime and related compounds
But let me give a true analogy that explains why, IMO, so many people believe Prime is useful when it is not.
Many years ago, I went to a tourist attraction in Florida called Monkey Jungle. Lots of monkeys. One apparently did not like people visiting. He positioned himself on top of the exit section and screeched at people as they walked out and left. One of the attendants explained that it was a learned behavior: every time he screeched at people, they left. He wanted them to leave, so he kept doing it. Every time they left. Not once did folks turn around and come back inside.
The same is true of Prime and related products. Folks add it in all kinds of scenarios where fish would not die. They "know" that 3 ppm ammonia would kill a fish, have 3 ppm ammonia, add Prime, the fish lives, and the "knowledge" that Prime works is built up over and over in the minds of hobbyists, LFS selling it, etc.
Never do they really look into how much ammonia it takes to actually kill a fish. No publication indicates less than 10 ppm ammonia will kill marine fish. It takes more. It's the false assumption that lower levels kill fish that leads to the equally false conclusion that Prime is saving them.
This article of mine details all of the studies on ammonia tox that I could fine:
https://www.reef2reef.com/ams/ammonia-is-our-friend.1062/
Here's one of the threads detailing experiemnts designed to test the effect:
https://www.reef2reef.com/threads/does-prime-actually-detoxify-free-ammonia-nh3.849985/