There's really not much in it as far as I could tell. I believe all that you can expect is bacteria that may aid in faster nitrification. Personally, I'd just buy the "dead" stuff and seed it myself with a few pounds of genuine live sand.
there is live sand that has animals in it, it just doesn't come in a sealed bag on the store shelf.
i actually dislike them referring to this stuff as "live" but what can you do?