TinyTom

The loading phase marketing bull comes from an old research article by the Marie Curie institute. They saw that by loading you reached saturation point faster. Sort of common sense really.

However most companies immediately jumped on this as a way to sell more of the product.

Yes when you reach saturation quicker you get quicker results but then you build tolerance faster. You still reach the same level by using 5g a day just at a slower rate.