new technology...for tees?

I just saw this advertised on The Golf Channel:  the "brush tee."  I've never tried it, but it sounds like a good idea.  The theory is that soft bristles will impede the club less than a wooden tee.  But, when the club head is traveling at speeds over 100 mph, I'm not sure this will make a difference.  If you hit the ball correctly, the club face will make contact with the ball first (and not the tee).  By the time the club head hits the tee, the ball should be gone.  Anyone try this yet?

UPDATE:  Here's one favorable review from a Golf Blogger.  Anyone else?