In Bangkok this September, a South Korean biotech executive stood before the global nutraceutical industry and named a quiet disorder at its center: the word 'liposomal' has come to mean almost anything, and almost nothing. Ji-yong Yoon of Wooree Group proposed a six-part scientific framework to restore meaning to the label, arguing that without shared standards, the market rewards marketing over medicine. It is an old tension in commerce — between what a thing is called and what it actually does — arriving now in the rapidly expanding world of advanced supplement delivery.