Its kind of like Coke's new vitamin soda. Just trying to make a product that is awful for you sound better. The crazy thing is there are 'tards that buy into that crap.
Actually, it only contains carbonated water, a little salt, and yogurt culture.. so it's not a trendy way to hide a mass of sugar. It's pretty....different.
Does it taste good? Sounds like it would have a weird consistancy......I'm still baffled by the alcoholic energy drink myself...