BBB has Fluorite in it. Seems like the rest of the pieces are inert rocks chosen for color. It's heavy so plants don't keep popping up out of the substrate and the particle size is even so it doesn't compact. Having done the river gravel thing and spending time sifting out the too big and too small pieces to get a really consistent size... I'd just rather buy it with the fluorite already mixed in.
How slick a website may or not be really doesn't predict the quality of a product... Kensfish.com isn't exactly Drs. Foster and Smith, doesn't mean everything is junk. Cory/Baylees is a person, not a mega company, no fancy packaging, no fancy website, no high prices. If you need ADA printed on everything, maybe he is not the right choice.