Pherotones: Or What Are They Actually Selling?

Pherotones is allegedly sounds (that you can download as mobile phone ringtones) that make you irresistable to the opposite sex.

Yes, it's a hoax product. What, scientists really look like this?

They've taken the trouble to set up a blog for the "inventor", and a wiki article (well, that's not that difficult, and it is being marked for deletion), and the "inventor" was even interviewed on O'Reilly so it's another of those fine examples of viral marketing on the net.

But what the hell are they selling?

Look, I'm the sort who enjoys whodunnits and cryptic crosswords and works of wacky meta-fiction, but the chief problem here is that the clues and references don't seem to go anywhere. What's the point of a marketing campaign that doesn't seem to be selling anything?