They are probably using Wheat Protein Isolate and adding in fiber. I've made excellent stuff from WPI, except it has a weird texture as a dough. Bet you have to do all kinds of things to make it like normal wheat dough. I've seen the stuff that grain company sells, looks like they're in a heck of a position to ride the lc wave.

http://www.midwestgrain.com/bakery/00_frame.htm