It's not an especially extraordinary claim. There are multiple ways to formulate a lot of supplements (e.g. α-tocopherol vs. γ-tocopherol, or any of the zillion ways to put a mineral like calcium or iron into edible form). Some of these are more effective than others. Some of these are cheaper to manufacture than others. All he's claiming is that in cases where the cheapest formulation is not the most effective one, you'll often not find the more effective form unless you know what to look for and go out of your way to find it.