They've had this type of stuff for a while. I guess it's one of those "everything old is new again" deals. I've seen soap infused cloths for a buck, so the $10.99 price seems high, but seeing that it's "As Seen On TV" I guess it must be worth the extra.
Actually, I seem to recall seeing a 3 pack of soap infused mitts somewhere in the last couple years for around $10.