self glowing product?

A friend of mine told me she wan't to buy this www.bcheap.com/igbogelg.html
It says "Completely self glowing product. Leading edge technology" and I'm wondering how is that possible? doesn't an object need to have energy to shed it's own light?
Please explain it to me.
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It runs on some kind of atmospheric reaction, probably relating to oxygen, which apparently lasts for 4 to 6 hours. I've seen people use that stuff before, it's pretty neat.
thanks, it seemed prety strange.
This is an example of chemiluminescence. It's a chemical reaction that releases light as a by-product instead of the usual culprit heat.
M
Forget Jesus, the stars died so that you could be here
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