Pure absolute rubbish. To be consigned to the rubbish heap along
with the Atkins diet and every other useless fad diet. Hell, I
would advocate giving your friend two tight slaps to the face to
make him wake up his friggin' ideas.
There is no such thing 'can don't exercise a lot' in order to
build muscle mass. To build muscle mass, you need lots of strength
training. Pure and simple.
And a healthy, well-balanced diet should accompany it as well.
Protein is not the be-all and end-all of a healthy diet.
And as much as a person who wants to build muscle should eat
more protein, you can do that dirt-cheap by eating lots of egg
whites and chicken breasts.
$2000 for a three-month supply? Sounds like a crash diet for his
wallet and bank account. Anyone who tries to sell that to me is
gonna get pointed and laughed at.