Anderson Cooper did an interesting report about this on 60 Minutes a couple of years ago. Video here:

http://www.cbsnews.com/stories/2007/10/19/60minutes/main3386...

Interesting discussion in there about intellectual property. How innovative is this paste, since it's so easy to make and there are already competitors?

I remember hearing about this some time ago - it's still pretty cool though. I love the name especially, fantastic imagery.