Defkalion: "We have Rossi's formula"

I don't understand all the hype for these kinds of radical energy generation devices.

It seems like a whole bunch of hogwash to me for the simple fact that if it really is better than everything we have, then it would sell it self, no hype needed. All of these press releases and people getting "secret formulas" etc. seems like marketing hype to scam people out of their money.