This is nothing new.
It's been around since at least the '70s and used to be marketed as a cigarette lighter.
That's why the holding fork is sized the way it is.
Why a smoker would want to venture into the wild with cigs but no gas/fuel lighter
is beyond me.
Another case of "re-marketing" an existing device.

As a lighting device it works (really!) and should get your kindling tabs going quick, provided the sun is out.

A magnifying glass requires that you hold it accurately, even though tinder is a lot bigger than ants. This does not. The parabolic distance is preset for your cigs, er, tinder.
It's overpriced at $18 though.