Some feng shui practitioners searching for a new scam embrace the self-deception of the pseudoscience known as building biology (bau-biologie, bau-biology).

Bau-biology is marketed primarily to people who don't know or are scared of science, yet it is advertised as an advancement in science and technology! What this means is that the people targeted by marketers of bau-biology are typically not competent to evaluate the scientific claims for bau-biology.

Manipulative merchandising

Building biology (bau-biology) is primarily an updated set of bizarre ideas from 19th-century cranks, heavily laced with Spiritualism and its New Age descendants. It also creates a need or worry where one did not previously exist.

The fengshui fad died around 2004, and the number of fengshui websites dropped by more than half. In the latter half of 2005 practitioners might not be booking the clients they once were, but good practitioners (those with documented results) can still make a decent living (especially when they offer a money-back guarantee).

It is the practitioners of faux fengshui and fengshui syncretism who are having the most difficulty (especially with the guarantee). An increasingly burned-out market is expecting more results (or more entertainment) for their money. As a result, many practitioners face the ultimate horror: having to look for a real job.