From their description, they took some vermiculite insulation, mixed in some wood chips, dipped it in mineral oil, then coated with "special" wax to keep the oil in.

I did a rough (rough) mental exercise of what it would cost me to duplicate this if I bought at retail (online) prices

4.5 gallons vermiculite (Hoffman Horticultural Vermiculite - 18 Dry Quarts) $13.99
5 gallons of mineral oil (about $64 from candlemaker shop)
0.5 pound parafix wax (about $2)
5 gallon bucket $6

so thats a $86 for a 5 gallon bucket, weighing
41.5 lbs (36lbs of oil, 5lbs vermiculite, .5lbs/wax)
Compare that to the 20 pounds for a 5 gallon bucket of instafire.
Thats twice as much burn for roughly the same price.
Its a neat product, but its cheaper to just buy a bag of vermiculite(or perlite, as both will provide enough wicking action and insulation) and use whatever oil you have handy(or gasoline, also about ~30lbs for 5 gallons).