All through our water treatment career - lots of us have used this phrase when speaking of those NCD and any non-chemical program while working for the chemical company.
At that time period, it was confirmation for our salesman in the field to feel comfortable about speaking ill-will referencing non-chemical applications based on our completely non-biased marketers advice ;-)
This was because marketing was repeatedly telling us [some had to toe-the-line] that chemicals were the only treatment that worked. This was indicative of my past and present experience and at that moment I knew I had to take this "Semi-Natural" picture. I believe that some dubious marketing today is truly operating on a classic case of "Smoke & Mirrors" relative to water treatment. The good news for WCTI distributors is that we can’t use smoke and mirrors explaining Mother Nature's role.