But it looks serious, peer reviewed papers and all that. The main reason seems to be that at a low dose, the chemical doesn't trigger "defense" reactions and can do its thing unimpeded (high effect), on a medium dose, our body starts to notice and dampen the effect (low effect). High doses are simply overwhelming and the effect becomes high again.
I still think there is a lot of pseudoscience around that effect that helps selling a lot of "natural", "detox", etc..., but I don't think all of it is bullshit anymore.
A classic example is endocrine disruptors (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4036398/), a small dose induces a hormonal response, a medium dose the body fights due to detecting it as foreign and a high dose is just regular toxic. Please note this is somewhat simplified but used as an example.