But none-the-less it still does work for some people. So to say that it is useless is not correct.
Actually all you can really say is that a small percentage 'seem' to work for some people.
There are other unknown factors that could be contributing to a faster cycle. There may even be an elevated number of bacteria in the tap water, or perhaps they got some decor/filter media/gravel from an existing tank and didn't think anything of it.
We've had people test it before (normally people who've been doing fishless cycles but already had a bottled of 'bacteria' and report their results). So far none of these have shown any good results. And the majority of opinions I've heard are people saying they haven't worked. All this combined with some basic biology and I have concluded that although no one can ever say that they 'don't ever work', equally no one can ever say for sure that theres DID work... as there are other variables that could contribute.
My normal line is "A very small minority of people who have used these products seem to have had some success, but the vast majority do not see ANY difference. I therefore don't recommend them unless they have already been purchased, and certainly not as an excuse to cycle with fish, but as a way to try to boost a cycle. They just aren't worth the money you pay, especially not when you can just acquire some mature filter media and practically insta cycle that way".
That's a point... could you speak to your manager about maybe setting up a tank purely for making mature filter media. That way you could just chop a piece of sponge out of one of the filters in the mature media tank (remembering to replace it of course), bag it up for the customer with the explanation of stuffing it into their filter when they get home and then explain they can take fish home that day. But that they still need to test the water daily and do water changes as neccesary.
Maybe put together a 'Quick guide to healthy fish pack';
+ A leaflet on the nitrogen cycle in an aquarium, keeping it as simple and factual as possible
+ A leaflet on fishless cycling
+ A leaflet on fish in cycling
+ A 'Tools for keeping fish', that lists stuff you need. ie. syphon, liquid test kit, water conditioner. Maybe stating how simple fish keeping is... as all you should hopefully ever really need are a few basic tools.