The global marketplace for dietary supplements (DS) is extensive at an estimated $8+B in U.S. sales and $200+B globally. It continues to grow and is one of the mainstays of commercial natural products (NPs) other than foods. It is well established that plant-derived DS such as crude plant materials, their extracts, and products derived from them are chemically complex. Their composition reflects the metabolome(s) of the producing organism(s), i.e., the source plant(s), their associated microorganisms, and the processing methods used. In contrast to this widely acknowledged complexity, reductionist approaches continue to prevail in both the chemical analysis and biological evaluation of DS. In fact, the majority of contemporary standardization protocols and (botanical) product integrity analyses, including compendial and regulatory methods, are limited to only one or very few readily accessible phytochemicals, often functioning as chemotaxonomic rather than pharmacologically relevant markers, and tend to neglect bioactive and metabolically variable components of the DS. This already concerning (phyto)chemical reductionism translates into a potentially even more problematic biological reductionism: the majority of biological studies with DS and major constituents of DS focus on a relatively small number of "prominent" compounds. This leads to overemphasis of the perceived therapeutic potential of relatively few natural molecules, which "the literature" describes as having a myriad of purported beneficial biological properties. However, more plausibly, the majority of these overly prominent molecules should be considered IMPs, i.e., Invalid/Improbable/Interfering Metabolic Panaceas. The Importance of "Yellow" Terminology -Label vs. Content. The term "curcumin" has been utilized -often confusingly -to describe five different types of materials, all of which are being marketed as "curcumin"-containing dietary supplements (CDS): (ⅰ) turmeric (T), the raw turmeric (Curcuma longa) rhizome; (ⅱ) turmeric extract (TE), the solvent extract of dried or fresh C. longa rhizomes; (ⅲ) curcuminoid-enriched turmeric extract (CTE), typically obtained via precipitation at lower temperatures; (ⅳ) curcuminoids-enriched materials (CEM), obtained from CTEs via chromatographic purification; (ⅴ) curcumin (1) as a single component, developed as highly purified, validated reference material and/or used for botanical standardization. As these five materials have distinct chemical compositions, with complexity decreasing from (i) to (v), their biological activity profiles have to be different.