Placebo work very nicely even when you tell the patient it is a sugar pill and mark the pill bottle as placebo. Further it is likely to better than perscription drugs for many values of better. The is well tested in reasonable studies but for some reason there is not a lot of money for big studies Watch out for the Whoosh there. This is all nice scientism except there is not a nice reductionist explanation.
Here is a fun one to inflame all. When I had a nice little chronic pain opiate addiction I notice some claims about acupuncture and an actual cite. The cite supported the claim. But it turned out that one of the controls was sticking needles in randomly instead of doing it correctly. Correct was a bit better than opiates. Random was twice as good. Smallish sample size. Never repeated as best I know.
The problem with the story is two fold:
overusing antibiotics but in the US we lost that battle a long while ago and we will be lucky to have any left that work relatively soon. So this company might be doing a big potential plus.