My opinion is that it's just a wet towel that uses evaporation to disperse heat. It is probably microfibre and can hold more water than cotton so you don't have to soak it quite so often. Any towel will do the same job.
Yeah you're probably right David, and thanks for your reply...but I've already ordered one! I got it for half price though, wouldn't pay almost £25 for a towel. The big trial for it will be in Icmeler in June, will update when I return home