i and many others would disagree there. it worked for me, how can i be sure? i cant but my pecs were amazing after a period of 2 months (30 mins 2 x week slowly up to full power) + push-ups. the one thing i noticed was that after 20 mins of using the EMS i could simultaneously do pushups almost to bordem. 100 to 200. i was in good shape back then though.
in answer to your question, the cheapest and best conductive gel ive found is ultrasound gel (effectivly the same stuff)
http://cgi.ebay.co.uk/ULTRASOUND-TRA...3A1|240%3A1308
ive used anagel for a few years now and its fine, minimum pain and cheap.