Well it's the same thing they've been selling at car shows for decades, just with a fancy name.
They're not magic, that's for sure, but assuming you use them correctly, they do a pretty decent job. They become clutter more than anything but I keep them by the sink when I'm washing dishes and shit to soak up any excess water that might be on the counter.. Ya know, things you can do with a paper towel or a sponge-wow.