That's a fair question.
I was very new to the hobby, and I didn't know anyone with a tank. My fish were dying, and finally I figured out with my lfs that it was ich. My lfs, told me about reefcentral, so I did some research. I set up a quarantine tank, but both clowns died in it. I figured that was not going to work, so I wanted to do it in my display. My lfs sold me Kick-ich. While I was using it, I contacted marine depot and got their opinion. They said it worked about 80% of the time. They gave me the name of the owner. He worked with me on my specific situation, and recommended that I do an accelerated dosing method and faxed me the dosage. He then told me that I had to do this twice over a 6 week period in order to kill all the freeswimming parasites. I even talked to steven pro. He stated that it worked, but you had to use twice the recommend dose.
So, after the period was over, my fish were all cured & none had died when I started dosing. None have ever contracted ich again.
After getting more involved in various forums at that point, I promoted that product profusely. The negative feed back that I had received made me realize that the majority of people did not have success with it at all. I also, don't know if they used the accelerated dosing plan that I used either. It was basically, double the dose, and do 2 complete treatments. Although I have run into a few success stories with it's use, it continues to be controversial, and with further research, I have come to the conclusion that there are much better tried & true methods in solving ich. I actually, just got up & opened my first reef book, The New Marine Aquarium, and low & behold the original faxes from Ruby Reef are there. It states, "Ruby Reef inc. Technical Memorandum #6.3" "When to accelerate the Kick-ich dosage regimen."
Day 1: 3-4 oz per 25 gallon
Day 4: 3oz per
Day 7: 3 oz per
Day 10, 13, 16, 18: 2.5oz per
Day 20, 22, 24, 26, & 28: 2 oz per
Repeat whole thing again after water changes.
but anyway, I don't own and stock in the company (it's private, I guess anyway), so I have no obligation to Ruby Reef.