I saw it too... looks like this...
Here's the story on it:
http://www.newser.com/story/81125/fo...anding-up.html
The way I teach the girls is without the use of such a device. $10 is kinda cheap for such a toy, but not really great to carry around in a purse. Look at the stupid thing! Doesn't fold up (although I have seen throw-away paper ones which are iffy), can't be easy to clean without being noticed... it's a big honking piece of silicone (which may or may not fit back into that tube it's sold in), and is sure to become a health nightmare sooner or later as it ages (mold, build up where you can't get into the corners, etc.). It doesn't even have any type of anti-mircobial in the material either, like Microban.