I'm not sure "what they're claiming," but Omega 3, 6, 7 and 9 unsaturated fatty acids are essential to the metabolism. Omega 9 can be synthesized by the body and as such is not considered essential in our diet; a balanced diet ought to provide sufficient amonts of the rest, though some people may benefit from supplements (as with most dietary supplements, it's important not to overdo it - more does not equal better, and there is evidence suggesting a link between too much Omega fatty acids and various diseases).
@Clare A lot of health food websites say Omega fatty acids can help reduce cholesterol, but health websites run by medical organisations say they don't - but they are beneficial to heart health in other ways. I'd be suspicious of claims Omega 7 can promote weight loss, which sounds rather too much like a marketing ploy.
no, but I am gonna go check it out now...being allergic to fish runs in my family, so I don't get the strong Omega3's that I need and have to take them in vitamin form....sounds exciting!