Chewable Toothbrush? Brilliant!

My friend bought this disposable toothbrush that you chew in the London airport.  It is just this little minty piece of plastic that looks like a venus fly trap but you can brush your teeth on the go with it.  I think that is a brilliant idea, especially since I hate brushing my teeth.  Way to go British.  Although, after seeing everyone's teeth in England I wonder how well they work.