It's a branded thing from a guy who wrote a book called the Bulletproof Executive. He uses MCG oil instead of coconut oil. I heard about it from Ace of Spades's blog. Ace is on a diet called "intermittent fasting" and he writes about the coffee here: http://ace.mu.nu/archives/364949.php

I can't testify as to its magical properties, but it does help me get through several hours without breakfast and tastes great.

For me it's one large k-cup of coffee with:

1 tbsp unsalted butter

~1 tbsp coconut oil

1 packet Flavia sweetener

pinch of cinnamon

Get an immersion blender (a little hand-held device that looks like an O-shaped coil at the end of a wire) and use it to mix it all up frothy...