Examines strengths is their pages on individual items. The rest I imagine if SEO fodder. They do try to sell their guide, but their website is one of the top references for a lot of nerds trying to research ingredients in nootropics, multivitamins, and preworkouts.
Take for example their page on Creatine[1]. Summarizes and links 746 references. Their chart goes over "What do people claim this does" "How much of an effect does it have on that thing" "How sure are we about that"