I was ready to say, "I am not buying it...literally." But I read some of the studies on the site, and I wondered if it warrants a closer look. It may be smart to inquire about a trial...and there are strings attached...
E.g.,
Prices do not include a fee for evaluation and training by a health care professional. While Posture Pump® products can be purchased through this website or by calling 1-800-NECK PRO (632-5776), the manufacturer highly recommends that you contact a health care professional listed on this website to purchase and receive personal evaluation and training on the use of all Posture Pump® products. In all cases, a health care professional should be consulted before beginning any exercise program.
http://www.posturepump.com/4100.aspx