Absolutely works! I use 1/2" strips of inner tube, cut to around 14-18" long, to lash gear (jacket, raingear, sleeping bag) to my packs instead of paracord and therefore I have 2-3 in almost every pocket of outerwear. Although I carry cotton-vas. tinder to catch a spark, if I'm going to use a match or a lighter I swear by the rubber strip.
Once on a hunt I really needed a fire, in a cold, wet, snowstorm. I laid a fire and easily lit a pile of finger size twigs (whereas I usually start with matchstick size) with a stinky burning 3" strip of tube I lit with the old Zippo. Flaming globs of burning rubber really got things going.