Ever hear of ESCA Lights

I heard from a local sharpie that he has been using ESCA lights while fishing for fluke and that NJ Fisherman did an article on them last month where they indicated that people using them on charters have had an 80% increase in hook ups. I never heard of them but did a little digging. Best price I found was a 2 for 1 deal at $19.99. The lights activate in salt water but only last 100 hours. Seems expensive for 100 hours of submerged time. Website explanation of what it is is below.

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just read an article about them in the fisherman i got today
i may pick one up to try at night

Just bought some myself........anxious to put it through its paces