Heat moldable saddles?!

http://www.bikeradar.com/road/news/article/a-new-heat-moldable-saddle-landyachtz-forum-50857/

Has anybody tried this or is knowledgeable in any fashion? It seems like the way to go, but, $300? I know it works for shoes, but, having just broken in a Brooks, and I love it, I am a little intrigued...