I had to go look it up. It appears to be pretty close to a diet I was one a while back.
There was a Groupon for this "diet package thing" back when I lived in Salt Lake. (http://www.physicianforliving.com/
So, I went to this bariatric physician who pretty much supported this sort of diet. His "deal" was that he'd give you menus that basically worked out to be very low calories (900-1200 calories), very high protein, very small amounts of healthy fat and very small amounts of healthier complex carbs. He sold much of the same types of foods it looks like the "ideal protein" company does. My favorite was this Bariatrix VHP (very high protein) meal replacement shake. I think the goal was to eat something like 60grams of protein each day? And you had to do cardio for 3 hrs a week and 1 hr of total body strength training .
With that low of calories, I often felt hungry, but after day 4 or 5 it wasn't that bad. He pushed eating a 3pm snack and added in a medication that "eased" the desire to eat after 5pm. I tried the drugs 3 days and then stopped - it worked, no side effects and I can't really recall why I stopped.
I did the whole thing for three weeks, lost like 18lbs. And ****, with a recipe like that, who ISN'T going to lose weight?! He would monitor your approximate muscular mass to ensure you weren't losing too much muscle and would up your calories if that happened. I don't think its anything you really need to pay to do though. If you have a scale that does the same thing (withings, is one) and you can get much of the same supplements/meal replacement/high protein snacks from a number of gastric bypass food websites.
I'd be inclined to say the same thing about this diet. The basics sound reasonable, but I don't think one would need to overpay for their specific food items, etc.