It looks pretty gimmicky to me, as if he has the ultimate answer to chiseled abs (and the 'before and after' people look suspiciously like people who purposely got 'out of shape' before taking the 'before' pictures, and then got back into shape for the 'after' photos...a technique that some advertisers use). And he's "America's most trusted "something or other? I've never heard of him!
IMO, anything that just focuses on the abs isn't worth it. Getting good abs takes more than ab work, and a lot of the work is in the kitchen. ;-)