butter clay?

I first posted this in the 'general discussion' catagory but then thought it should go in this discussion as it is to decorate cakes with. this is a link to the product-

http://jaynescakes.com/qjbutterclay.aspx

I am seeing this popping up in some discussion groups and so far there is not much out there. Does anyone know what it is made out of. I see it is a powder and you add your own butter and can add corn syrup. It is 'like' rolled buttercream but you can crumbcoat, pipe ,roll, sculpt....

It sounds interesting and may be liked by people who do not likethe taste of  fondant but like the look. Homemade rolled buttercream icing can do those things except I never heard of anyone watering it down enough to crumbcoat.

Are there any videos demonstrating the stuff?