It is a purchase pyramid, in that it relies on you or them signing up 19 memebers . Simple maths would indicate that the 20 members need 400 to sign up and the 400 need 8000 and the 8000 need 160,000 and the 160,000 need 3.2million and the 3.2 million need 64 million, which is more than the population of the UK. This is for the gullible and unwary only. A cynical person would say that this is, in fact, a pyramid scheme as you are purchasing an item (place on the ladder) and relying on others to recruit other losers to etablish the ladder.
I would find it impossible to contemplate the purchase of any items from a company that runs such a transparently ridiculous scheme. They are the epitome of major suckage and I wish them ill.