I bought some of this at Smoky Mountain Knife Works over Christmas. I decided to test it today in my fireplace (no wind, no water). Once you pull the fibers apart, it takes a spark from a ferrocerium rod easily. However, it burns quick. Mine was burned out in about 30 seconds. If you've got lots of dry tinder ready before you light the Tinder-Quik, you can easily get a fire going, but it just doesn't burn very long, so you've got to move fast. It would be nice if it burned for the 1-2 minutes advertised. It'd be really nice if it burned for 3-5 minutes.
Adventure Medical Kits's Product Manager demonstrates the Survive Outdoors Longer® Fire Lite™, a one-hand operable firestarter that works reliably in all conditions. Also included is Tinder Quik™, the waterproof tinder that will ignite from a single spark, even after being submerged in water.