Cigarette Lighter Cell Phone?

I thought this was a gag, but it appears to be real.  Seabright (never heard of them) has come out with a cell phone (the SB6309) that has a cigarette lighter on the back.

Slide open the little metal door and you expose a heated coil that can light your cigarette.  Couldn’t you just buy a cigarette lighter for a buck?  Watch out iPhone… you have a new competitor.