As was pointed out by dedioste in a comment in Italian on Makezine, they must have quite justifiably spent all that money and time in first class trips to Italy to stock up on Caldo-Caldo - a "similar" product that's been around for at least 5 years and is now even available in Caffè Corretto flavour - with added grappa. See http://www.caldocaldo.it/
/.ers may also like to rush down to their local bookies to place bets on OnTech either...
sorry, just seen this startling similarity had already been noted