Eco-Block is not alone in the world of aquarium manufacturers making ridiculous claims!
Not sure about the 2 year lifespan with the bacteria - that's a new one. Makes you wonder what happens after 2 years?! And letting your gravel go anaerobic - you're right not a good idea at all and since a lot of cichlids are diggers that's probably not going to happen anyways.
I guess it is a case of "buyer beware". Show you need to do research and ask questions - which is what cichlid-forum.com is all about.