I think there's a place for a more deeply ketogenic diet. Of course I do, I'm on one. But I also believe it's not necessary for everybody, lots of people do fine just restricting carbs and not worrying about ketogenic ratios otherwise.

I don't feed any money on a regular basis into the keto diet industry. Unless you count butter. I tend to think that the smaller the non-fat component of the diet gets, the more important it is that you're getting your protein from whole meat, egg or maybe cheese. A little whey protein on a high protein diet isn't a big deal, if your protein is restricted, there's real potential for crudification of the diet.