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I never would have believed an ad like this. I did buy a pair of tone-ups, before I saw any of the ads, because they looked more substantial than regular flip flops and I got them cheap at an outlet. Read an article after buying that said the claims were false. But that they were better for your feet than regular flipflops because they do form a natural arch. Article said, and I agree, that the only way they help you lose weight is that they are so comfortable, you won't mind walking a little more. Sturdy, too. Mine are 3 years old, worn constantly, and still hanging in there. It's a shame they had to lie to sell good shoes. $40 mil, given the profits, is just what they deserve.