(NOTE: pdqaltair responded while I was writing this, nice to see someone with experience with similar products give an opinion)
When I first went to the website (from this post) I came to the same snake oil conclusion. In my mind anyone with a not like this on their website with no data of there own to refute the "bogus" results is not wanting you to understand the facts...
Don't be fooled by biased "in-house" testing results or "modified" American Society for Testing and Materials (ASTM) test procedures, ( there are no approved "R value" tests for insulating paints or additives at this time and the ASTM Society does not approve of "modified" test procedures. )
After reading a few more responses I took another look through their site, and I did find a little test data at
Insulating ceramic paint proven to reduce energy bills which was apparently a test done by the University of Nevada, Las Vegas, but not necessarily with this companies product, but with something similar. I was actually a bit surprised by the results listed, although there is still not as much detail as I would like.
Perhaps they are more guilty of bad website construction then of selling snake oil. I would definitely be interested in looking into additional studies on insulation paints, their properties and how they work as well as other companies products. In my mind, there is no way a paint coating with anything in it would give substantial insulation, but I am not a scientist specializing in this sort of thing, so what do I know?
All in all I do not like this company already just based on the lack of data and apparently misleading statements, like this one "See how this procedure saved a Michigan customer 35% on last winters heating bills." (Found here...
Energy Saving Insulating Paint) After clicking the link, I find out this was a newly constructed house with 5 years of research into various ways to save energy. From the quick look I gave it, I do not think the paint was the major factor in saving 35%, but one of many design choices on a newly constructed home.
I do not have time right now to look for other research and manufacturers, but if I get a chance I will post what I find.