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"Balloon Boy" dad selling wall-mounted back-scratchers, totally wigging out

Balloon Boy Dad Richard Heene's Latest Scheme: The 'Bear Scratch' Back Scratcher

I don't know about you, but when my back itches, I scratch it with my hand (I keep two with me at all times). Also, my yard is full of trees that I don't have to buy or mount to my wall. I guess this product is mostly for hands-less city-dwellers?