There are lots of good designs for self-defense projectiles on the market these days. The latest versions of the HST, Gold Dot, and Ranger work very well for their intended purpose, which is controlled expansion and deep penetration. Penetration of what, exactly, is tastefully and euphemistically left to the reader. (Hint: Ad-bay Uys-gay.)
When you see a company come along that is not speaking in euphemism, but rather couches their performance claims in phrases more appropriate for a vintage Mack Bolan novel ("The Mafia gunsels danced backwards in a ghastly syncopated lambada of death as the trio of 147-grain 9mm manglers from The Executioner's suppressed Beretta 93R ripped through their flesh...") then you should smell hype and assume that buying the stuff will only assist in spreading the derpes epidemic.
Worse than that, though, is when a breathlessly hyperbolic press release is spammed by Douchebag Ammo Co.
to the entire right half of the internet, which is bound to lead to this stuff.
If you send a frothy adjective-laden presser about your zomg!DEADLY new bullet
to noted firearms/terminal ballistics expert Glenn Beck*, what do you
think the gun banners on Team Progressive are going to do about it?
*This is sarcasm. I don't know that Glenn Beck even knows what end the bullets come out of. He's certainly the last guy whose product endorsement I need on my shootin' goodies. That's like a Rachel Maddow endorsed jet ski, or having Rush Limbaugh proclaim that a certain brand of gas chromatograph is okie dokie!