 As you mentioned, very popular in Japan, used mainstream for promoting beauty from within as a capsule. But here in North America, people just aren't as familiar with it. But listen to this. It has 60 human studies validating its efficacy. And as a pharmacist, this really caught my attention. And this nutrient is not something that you can get enough of in diet. It's found in salmon, but you'd really have to eat a lot of salmon, like five pounds, just to get a good daily dose. Wow.