I've been wondering when big tobac would have an answer to the e-cig. Apparently this is all that their creative minds could come up with. From what I've been able to find about this short lived product is that it heats up a special cigarette that you stick in the end, and you suck the fumes. It doesn't claim to be safer for the smoker, just eliminates some second hand smoke.
Heatbar - Tobacco Products