radient barrier/ir block

I'm doing some research and have been looking into IR blocking. I found this http://insulmation.stores.yahoo.net/diit.html

it appears to be the same product the hydro stores are pimping but at a fraction of the cost. Does anyone know if this will do the job or is this not the same thing? It sure would save me a lot of "seed" money. What do you all think?

Aluminum foil(the kind found in your kitchen) blocks(reflects) 95-97% of all radiance striking it's air bound surface. With IR(especially FIR) it's closer to 98%.