The Original Bug Shirt is a fine product, I'm sure.
What I never understood was the touting of the mesh panels for ventilation. If that's true, then why not go with an all mesh bug shirt, which can be had for $20 and is more packable. That should provide even more ventilation. Yet some say it's too hot.
I've always found regular long shirts, pants and socks to be enough, especially when treated with permethrin. It's also important to have a permethrin treated hat. Beyond that, the Sea-to-Summit permethrin head net, which can be rolled into ping pong ball size, provides face and neck protection, and you can wear a narrow brimmed hat under it.
I love Mark's paddling videos, but this one comes off more like a commercial endorsement than a critical and informational review of insect protection.