It would be a fantastic way to help athletes who train, but more importantly for a majority of the population with aches and pains that are aggravated from physical activity. I'm younger than most of you (under 30), but I have arthritis in my shoulder from 3 previous surgeries and I get sore in my joint every day I exercise my upper body. The whole point of protein shakes is to help your muscles recover quicker and in some cases grow more efficiently. Adding an ingredient to help your whole body manage pain better after exercise sounds fantastic. Especially because it isn't tylenol, Advil, or worse.