It doesn't sound like it's mimicking exercise as much as it's boosting the users metabolism. If what the article said is true it could definitely help with weight-loss, but you wouldn't get the other benefits of exercise such as muscle growth.

Also, if the compound is just increasing the metabolism, users may see that as an excuse to eat even more, leaving them worse off than they were due to things like increased cholesterol and such.

Interesting for sure, but not a replacement for a good diet/exercise.