Actually, a lot of supplement companies advocate you go through the "loading" phase. It's not common knowledge that you dont need to do this, because a LOT of guys do it. Even though you dont need to do the loading phase, because your body can only absorb so much creatine in a day no matter how it is delivered to your system. More than likely the supp. companies push the loading phase idea to boost their sales.
I LOVED creatine while I was working out. I hope to start again in the near future, and I will definitely use creatine again. I got great pumps while in the gym, and it really helped with short bursts of energy while doing intense stuff like bench/dumbell presses, curls, etc. My favorite type of creatine was just the straight powder from Twinlab. I dont recall the cost, but it was a LOT less than most other brands that are pre-mixed with sugary powders designed to help with the absorbtion of the creatine. Muscle Tech is really big on pushing the whole idea of using "insulin spikes" ....taking large doses of what basically equates to sugar along with creatine to help your system absorb creatine. It's a good theory, but a guy looking to cut body fat through cutting carbs (the big evil in most peoples diets), does not need to be taking 75mg++ a day of carbs in addition to whatever else he may be getting (in carbs) from his diet. Not only that, but last I checked a tub of Cell Tech (Muscle Techs' "wonder powder") was very over priced at around $65 a tub. If you take it according to their dosing agenda, (I use the term agenda because I think they have one LOL) it's too much $$ for a lot of guys.
Just my personal feedback.