my other half would agree with you there
as someone who works in the complementary therapies field i'm VERY sceptical of all this "superfood" crap, i see it as just another way to make money off the gullible masses. same reason i won't go to a naturopath who sells on ready-made pills instead of using tinctures that can be customised for each client.
herbal medicine has been around since pre-history, and then refined by our "modern" medicine ie: willowbark to synthetic aspirin, valerian to Valium, foxglove to digitalis etc. all this "superfood" crap is simply the "health" food industry cherrypicking tried and true herbal and supplementary home remedies. my English food-gardening great-grandmother swore by cod liver oil, a byproduct of cod fishing, and epsom salts. these days we're sold unsustainably netted krill oil and expensive magnesium tablets instead.
get my drift?
in Ayurvedic medicine (from India) coconut oil is used in daily abhyunga to help control Kapha overgrowth, which is obesity. coconut oil in my daily coffee certainly staves off the mid-morning sugar cravings but there's no way i could do the Bulletproof coffee thing, i just didn't like the taste. i tried it for a couple of weeks and nope, not for me.
the one reason i don't use gatorade etc personally is the artificial colour and flavours, i find the blue in particular can give me asthma symptoms. i'm not an asthmatic. however, my other half works as a truck tyre fitter and i make him 3 litres of Staminade a day to take to work even in winter. he can go through twice that on a 40+ degree day. reading the labels, Staminade seems to be the least nasty of all the "sports" drinks.