I hadn't heard of this product before, but I don't think it's something I would be be interested in for my horse. First, it's really expensive. For 1-1/3 oz daily (nearly 10% of which is salt), it costs about the same as 1-1/4 lbs of Triple Crown 30% Supplement (what I feed my horse now). Most of his article "For the Health of the Horse Feed Oats"
could just as easily be promoting any given ration balancer or vitamin/mineral supplement. After reading it, I'm still not sure why oats are any better than a grain-free diet.
It's certainly a good source of biotin, but doesn't seem like it has enough of other vitamins & minerals.