From the info on their site, they sort of sound like they know what they are talking about--up to a point. I am not a biochemist or microbiologist, and such a person would have to analyze this product to ascertain the "bacteria" present. But assuming it is close to what they allege, it will work much the same as other products like "Cycle" and thus ammonia will rise. These products work by adding various strains of bacteria to the tank to "jump start" the establishment of nitrifying bacteria. But here is where we come to some issues.
They state that nitrosomonas and nitrobacter are the bacteria. This is false. It was proven several years ago by Dr. Timothy Hovanec that the second phase bacteria strain responsible for converting nitrite to nitrate is not nitrobacter but Nitrospira marina
. You can read more about this in my article on bacteria on this forum, here: http://www.tropicalfishkeeping.com/f...quarium-74891/
So that is one error. Their claim that this product "instantly cycles" an aquarium in which the appropriate stock of fish can be added the first day is something I would not rely on; no product on the market does this as far as I know. If one actually did, it would be an instant best seller and worth thousands to whomever developed it. Even Dr. Hovanec has not managed this feat.
But even adding the wrong bacteria is a help. Dr. H tested "Cycle" himself, and found it contains the same bacteria, nitrospira and nitrobacter. Yet it reduced the initial cycling period by several days. His conclusion is that by adding even the wrong bacteria, it stimulates the true bacteria somehow. He repeated this result himself, and I won't go into the scientific details as it would put all of us to sleep. Besides, I don't understand them myself; I just accept the results.
So. back to your initial question, yes, with this sort of product a rise in ammonia is to be expected, and the cycle will establish itself "normally" over a period of several weeks. The product should speed this up a bit, and from your numbers I would think it has done just that.
For the future, there are products that do this better, since they contain the "correct" bacteria. Tetra's SafeStart (which is Dr. Hovanec's formula, they bought it) is one, and Seachem's Stability is another. There may be others, I can't say. But having used these, they do work. But, they are not instant cycling, they just seed the tank and speed it up. But provided the fish load is minimal for the tank volume, this can work to avoid any noticeable harm to the fish from ammonia or nitrite. And without these products, or some other form of seeding, this is not possible; however, live plants will assimilate the ammonia as ammonium and the "cycle" will be completely undectable and thus not harmful to fish at all.
Hope this helps; feel free to ask if anything is still unclear.