I, personally, have a practical use for this. Or two. I live in a rural area and have a habit of leaving my keys on the floorboard of my truck. If I were to drop this in the cupholder, key-side down, I wouldn't worry that someone could look inside the cab and see my keys right there. Also, because I sometimes leave my keys in the truck, I lock my keys inside more than the average person. (Note: no need for attacks on my intelligence here; I have made no claims to be anything other than which I truly am--a complete airhead.) I could drop one of these in my toolbox and have an unsuspecting hide-a-key. So, rather than trying to look like a criminal, I could use it to thwart criminals.
http://www.youtube.com/watch?v=kON_KRmFRKk