Energizer's news release of a "new concept" in flashlights probably appeared as a great technological advance to the news media.
I saw one of the flashlights at Walmart. I could only see it through it's packaging, and read the package. It didn't impress me enough to buy it for $10. It didn't look much higher in quality than a plain plastic flashlight, although it's contoured shape was a bit different. The lamp looked to be a typical cheap flashlight bulb. The on/off slide switch is marked off for the different size batteries, which seemed totally unnecessary and appeared to be nothing more than marketing hype built into it's appearance. The batteries are accommodated by a slide in carrier that operates much like chambers of a multi-size cell battery charger.