That is the Ultimate Survival Blastmatch. I have one. If you have a firm surface where you can put it right on top of your tinder, it works very well. It is a ferrocerium rod, not magnesium.
Blast Match! That's it!
BTW, while I was looking up the Blast Match I came upon a thing call the "Fire Piston"
http://www.firepistons.com/index.html
Anybody familiar with it?