There's nothing special about 5% or anything that Rich is selling. It's the same stuff that's available everywhere else. That's the thing about legal supplements, most of them (90% or more) are not patentable, so there's nothing proprietary that can be protected. Rich hasn't figured out the secret to how to use legal dietary supplements, his products aren't groundbreaking and, frankly there's nothing novel or even interesting about anything he's selling.
If you prefer that Rich gets your money instead of Dymatize, ON, or whichever other company, then that's cool. But please, don't think there's anything you can buy from him that can't be bought somewhere else for less. He's just paying a co-packer to mix together a list of ingredients, same thing that 99.9% of companies in the industry do. Rich doesn't run a supplement manufacturing company, he runs a marketing company. Same as all of the rest of them.