These matches are actually tiny LED flashlights that you can toss after they burn out
The flashlight company is designing the LED matches so that they're small enough to fit in your pocket in addition to being waterproof and capable of withstanding any weather condition.
If you're wondering how powerful such a small source of light can be, this image from their Indiegogo page should give you a rough estimate.
Each "match" has 8 hours of juice. Period. Once they're used up there's no way to recharge them, you just toss them like you would a normal match. Additional matches will available for purchase sans matchbook, for a reduced cost.
If the compromise of size and battery life makes sense to you, a Matchbook will set you back $28.75, with an additional $7.50 for shipping. You're given a choice of red or green or white LEDs and they'll be shipping a month after the Indiegogo campaign ends.