Though Enzyte's ingredients are herbal, its savvy advertisements mimic prescription drug ads, complete with an obscure Latin name for the product. Enzyte's is suffragium asotas. This "proper" name cannot be found in a medical dictionary. But, in Latin, suffragium means a vote, while asotas means libertine. The marketing, along with commercials on channels that include Comedy Central and MSNBC, makes Enzyte, distributed by Cincinnati-based Lifekey Inc., seem more credible than its numerous competitors, many of which generate sales via Web sites and uninvited spam.

Enzyte recommends taking one pill daily for four to six weeks. (Other e-tailers advise two pills daily and promise maximum results after eight months.) A one-month supply costs $59.95, while a year is $359.40. There is no money-back guarantee, but "quality assurance" is pledged. (That means Enzyte is packaged without sugar, salt, yeast, preservatives, artificial flavors or colors, according to the Web site.) Steve Warshak, Lifekey's owner, did not conduct a scheduled telephone interview and didn't return messages.