E-chip lures-HIT or hype?

Anyone tried the lures with the E-chip? Supposedly this chip emmits the same subtle electronic signal as live prey. Hammerhead sharks use this almost exclusively to find prey but can't seem to find much about it for other species.

Is this just yet another trick to get me to cough up more $$$? Anyone even tying these things on?If I catch fish on them it might just be dumb luck. I want to know what the experienced anglers think about this.

http://www.protroll.com/echip.html

Thanks in advance for any input on the subject.