Yeah, that's what bothers me the most. Looking back to previous threads seems there really is a vicious circle.... hype, and then crash, over and over.
But when it's happening in front of you, you're likely to think this really is something new.
To be fair though, some hype is to be expected. New treatments/methods of treatment/tech have come up in the past few decades. Hair Transplantation has become better for sure. But I guess patent-holders have it in their best interests to hype up their products, which doen't mean they are worthless.
Among other things, what helps me take heart about Shesheido is that they ar a Cosmetic Giant, and they have a facility solely for Replicel-work in Japan, which means they have something. Check out the stock price of Shesheido... it's been making mad gains since 2012. Not sure if it is due to an increase in business, or Replicel.