ORAC value is a laboratory measurement of potential antioxidant levels in foods and ingredients. As recent findings of Nutrigenomics have demonstrated, ORAC is an inadequate nutritional yardstick by which to determine benefits because it is a test tube (in vitro) measurement, and not an indication of the active biochemical levels in humans (in vivo). While the value might be high, some of the molecules, such as the polyphenol type, are bulky and are not readily absorbed by the digestive system. A somewhat valuable measure, ORAC has been misused for marketing hype, even though the measurement has no relevance to bioavailability and ultimate use by the body.