Brillkids is definitely not something formal
Its actually something fun.
No, its not too late to start that's for sure. It will still be very easy to teach your son to read at 2yrs old.
I knew nothing about early reading until about a year ago and even then I waited it out trying to teach my daughter reading using phonics only. I finally gave in and bought Your Baby Can Read for my daughter and it worked wonderfully for her. She was struggling mightly with phonics and I needed a different approach and that was it.
I only wished I knew about this when I first had my children. My youngest is 4 and half years old and she loves the combination of Your Baby Can Read and Little Reader and Little Math. Trouble is our trial of LR actually ended today and she was so sad. I felt bad ,but have to wait to get it when I get some money.