Looks like a portable fan on a [probably heat resistant] clamp. It says it 'lights' the coals within 10 minutes, but from the video, it looks like the fire is already started. All this is doing is blowing air on the fire. With a standard chimney it takes 15-20 minutes to be ready?
As a gadget, I might go as high as $25 for that, but at $60 I think its rather overpriced and with a little work you can rig something up.