Flamesticks offer several benefits over other firestarters. Their plastic build means that they aren't susceptible to soaking like other tinder is. So you don't need to worry so much about sealing them up in a dry, waterproof container and can count on them even if they've been rained on or dragged through a river. The fact that Flamesticks can double as cooking fuel means that backpackers can use them for both cooking and firestarting purposes, saving space and weight.
More details at Gizmag.