Gibson knows this is a lie, but he keeps repeating this. You cant target particular flash cell on SSD, its impossible. There is FTL between you and raw flash.
What you can do is force SSD to reinitialize whole flash with ATA Secure Erase or NVMe Secure Erase. You dont need to spend $80 on snake oil software pretending to do something else to do Secure Erase.
Whether this actually resets the voltages might vary by drive, who knows—would need to see hard data to properly verify. Without that data, both Gibson and critics are talking out their asses.
Gibson is a known quantity and more reliable than internet nobodies however. It sounds feasible and I (so far) have no tangible reason to disbelieve him. If you want to prove him wrong, do the work.
No. Nothing other than drive firmware has any control over which physical flash area your transfer will land at.
And this is exactly how SG describes it.
No one (sane) calls Dropbox a fraud because rsync exists, or Adobe because Gimp exists. Or that McDonalds is a fraud when wild Ungulates and arrows/knives exist. These products simply target groups who desire convenience.
If you think normal folks are comfortable with the CLI, much less dd (probably the most dangerous command), you are decidedly out-of-touch. Restoring access/speed to important data conveniently via menu/progress-bar is often worth 10x that price. I've seen people buy brand-new several thousand-dollar computers to fix such problems. e.g. We were given a free iMac because the owner didn't know how to buy/install memory.