The only thing I'll take offense with is their claim that it is an alternative to "chemical" hormones like IBA and NAA.
1) No matter what the source, all of the active ingredients are chemicals.
2) IBA and NAA are more-stable analogs of naturally-occurring hormones anyway.
With that off my chest, I'll add that humic acid seems to be a good addition to a fertilizer regimen (I can hardly keep it on the shelf), and the kelp extracts have some other chemicals that induce rooting.
All-in-all, I'd say that stuff is probably a pretty good supplement, but will not take the place of a good fertilizer.