* Everyone is excited about X which improves Y
* Studies looking into X find no improvement in Y and/or some people don't notice X improve Y
* People invested in X argue that they are not timing/dosing X properly, or people do not have the right form of X
It usually descends into absurdities where you are supposed to find this rare unicorn brand that has the proper quality (for now, who knows next year!) then dose it at some exact time before bed time, but avoiding calcium or citric acid or something because that would nullify it etc etc.
Supposing the supplement even ever worked, it simply is not practically useful with such constraints. I'm not going to get a PHD in fish oil quality in order to achieve some single digit risk reduction of heart disease.