Franco is the #1 Alex believer and will pay money if wrong
Earlier, Franco agreed to give all his wealth to the poor in his will if he dies before age of 100. Who else associated with alex is willing to do this? Not even alex. This means Franco is the #1 believer in Alex products. But even he is not sure of immortality -- so he only is confident enough to bet till age 100. If you must buy Alex products, buy from Franco, who at least believes that it will make you live to 100.