Pilotr1:
1) They're advertising a veg-oil additive that makes miracle fuel and their website is less-than-illuminating - bordering on cryptic - on how this all happens. Anyone venture a guess as to what a "catalytic bonder" is? It's not defined in Wikipedia, nor anywhere else on the web. None of my chem textbooks contain any information on it either. Hmmmm....
2) They're selling filtering kits that looks very familiar...
3) They're making specious claims. On this page, in Step 4, they go as far to falsely call the product Biodiesel. It's not biodiesel, it's a blend of vegetable oil and their mystery product. This could be an error, as they avoided the use of this terminology on most of their site.
This does all sound a lot like DSE. The best way to make a determination is, of course, requesting a MSDS from the manufacturer and determining what, exactly, their additive is composed of.