that thing is just a resistor that you wire parallel to your IAT sensor. This fools the ECU into thinking it's a little cooler air and therefore it runs the engine slightly rich. This is neither good for performance, nor fuel economy. The add is completely missleading because they show you an EPROM and you think it's going to plug into your ECU or something. Total BS. It's comes as a little black metal box with two wires sticking out. You use these two wires to tap into your IAT sensor in the intake manifold. It neither contains a program, nor does it reprogram anything on your car. It simply gives a false reading on one of your engine sensors.
My co-worker bought one a couple months ago and I took it apart right after he got it. It's funny because these new ones actually have a chip inside now on a crappy circuit board with a few resistors all over the place. But if you trace the line, current bypasses the chip entirely and just runs through 3 of the resistors. This is what you call snake oil. I made him send it back. This company is banking on people not bothering to send it back for their refund after they realize they've been had...
Here is a pic of the old version that didn't have a circuit board inside: