If you think the Wild West is dead, take a stroll down the dietary supplement aisle, where products still operate on an “honor system” that’s ripe for creative interpretation. Stepping into this unregulated frontier is Dr. Gene Hall, an analytical chemistry professor at Rutgers University, who has taken on the role of sheriff, using his Ph.D. and an arsenal of sophisticated lab equipment to uncover what’s really inside those pricey bottles of supplements—like that “Krill Oil” you just bought, which, spoiler alert, may not contain krill at all.