Biohacking Is Bullsh*t | Business is Bullsh*t Ep. 28

Is biohacking about health? Or is it just marketing?

In this episode of Business Is Bullshit, James Hornick, Jared Gibson, and Jon Tsourakis break down how modern biohacking has become a playground for hucksters selling simple solutions to complex health problems.

This is not an attack on people trying to get healthier. It is a critique of the influencers, supplement companies, and self-appointed experts who profit from confusion, fear, and distrust of institutions.

We get into:

Why cold plunges, alkaline water, carnivore diets, coffee demonization, and other trends sound smart but fall apart under basic biology

How figures like Dave Asprey, Liver King, and Food Babe built massive businesses without relevant credentials

The repeating pattern of extreme lifestyle claims, supplement sales, and hidden pharmaceutical enhancement

Why anecdotes and testimonials feel convincing and why they are unreliable

How the supplement industry avoids regulation while positioning itself as anti–Big Pharma

The real harm beyond wasted money, including delayed medical care, dangerous restrictions, false hope, and distrust of legitimate science

We also talk about what actually works. It is boring. Sleep, lifting weights, consistency, and not outsourcing your health decisions to influencers with affiliate links.

If you have ever wondered why wellness culture feels cultish, why everyone suddenly hates coffee, or how eating raw organs became a business model, this episode is for you.