On my internet wandering, following link after link I chanced upon this cardboard fire starter.
Ok its slow burning, it comes with 3 fire lighters and a £7.73 price tag with £4.69 postage.
http://unikia.com/happy-campfire.html
Still don't think it would get those logs going mind. Neat design but would not a few small sticks work AND leave pennies for beer?