Two million starter packages sold in the first few weeks at $49.99 for 60 pills and $69.99 for 120 thanks to a $150 million populist rollout that included displays in Targets, Wal-Marts and warehouse clubs.
Of course all diet products generate dropouts who don't like the results they're getting or the dietary restrictions.
And GSK admits alli results are slow and close to placebo.
But not all diet products feature the "oily bowels" and "anal leakage" that made alli an instant success on the comic circuit.
Users could even exchange "accident support group" tips on alli's online message board.
"You lost a couple of pounds, and you're on a date with that special girl," riffed Jay Leno, and then find yourself saying, "Excuse me while I change my pants."
"With Allies Like This, Who Needs Enemas?" asked Prescription Access Litigation.
"Maybe it should come with a coupon for Depends," quipped Philadelphia-area pharmacist Maria Taylor.
"The Diarrhea Diet" and "Sh-t Yourself Thin" spoofed bloggers.
GSK said the dreaded "treatment effects" which occur when users exceed 15 grams of fat a day--a fast-food hamburger has 30--could teach people to avoid fatty foods through aversion therapy, like Antabuse does with alcohol. (One specialist even suggested users shouldn't get so upset about a little bowel incontinence.)
And Dr. Sidney M. Wolfe, director of Public Citizen's Heath Research Group observed that "alli doesn't block carbohydrates" which for many overweight people is the real problem.
Even though Orlistat has been available as the prescription drug Xenical, manufactured by Roche, since 1998, not everyone thinks it's safe.