Well, I am a bit surprised by the negative reactions.
I think it reflects on the ad not explaining the benefits wax offers, for example it is stable in long term storage as an emergency fuel.

I do think the item is worth considering, particularly for somebody who would be forced to store more volatile fuels instead.

For people who are going to have alternative fuels like kerosene or wood then it is not as attractive, but if you were choosing between wax, kerosene or white gas (coleman fuel) and lived in an apartment it becomes much more attractive.

Even the price isn't too bad, if they were to compare it to the cost of a gas or kerosene lamp, stove and the fuels.
(although it must be admitted that it is not comparable in concentrated heat or light)

Because of my previous use of candles for heat and light I am a bit more in favour of them, but if I had to decide just on their advertising I would be reacting exactly like Bruce and MoBOB.

I think the makers of this product really need to do as Nicodemus suggests and work on their sales pitch a bit more.