From Curse to Blessing......?

I saw this bizarre ad on my sidebar on Facebook, and was intrigued.....
http://www.celle.com/
I thought they were kidding or something--I mean, this is just too weird! But no, it's true, legitimate, and in fact, may be a breakthrough of sorts--more research needs to be done, of course. Here's an article about it--
http://www.msnbc.msn.com/id/21996417/