I think the reason this "entirely unexciting" study is getting attention is related to one of its author's having a talent for self-promotion.
> Longo is the founder of and has an ownership interest in L-Nutra; the company's food products are used in studies of the fasting-mimicking diet. Longo's interest in L-Nutra was disclosed and managed per USC's conflicts-of-interest policies. USC has an ownership interest in L-Nutra and the potential to receive royalty payments from L-Nutra. USC's financial interest in the company has been disclosed and managed under USC's institutional conflict of interest policies.
The most ingenious business scheme ever devised: a mail-order fasting diet.
Most treatments studied are patented drugs, I never see these types of comments about those.