Actually, the label says "highly purified silica with proprietary covalent metal binding group", so it clearly isn't just "fumed silica", and my guess is the quality is significantly higher than industry quality. Per dose it costs about the same as DMSA and many of the other chelation agents.
Try researching microsilica on the internet. It comes in different grades, but even the better grades are inexpensive.
As for the "proprietary covalent metal binding group" that really means nothing. Silica in general can bind certain metals like aluminum. So it sounds like sales hype to me to justify a grossly overpriced product. Reminds me a lot of all the companies out there also claiming how their products are superior because they are ionic, but they don't even have a clue what that means or what it implies. I have just seen too much sales hype from too many companies. One of the funniest ones I saw was the guy that was claiming that his colloidal silver was the most absorbable on the market because the atoms in his product were "half the size of normal silver atoms".