Self-Heating Individual Serving Coffee Cans

Straight out of the "what in the heck?" department comes the self-heating individual serving coffee can. A chemical reaction between calcum oxide (quicklime) and water inside the can itself (not mixed with the coffee I presume) heats it to 145 degrees for up to 30 minutes at the touch of a button. It's said to be safe, recyclable, and relatively cheap considering the new technology and gimicky-nature ($2.25 per 10 oz can). It's expected to move to hot chocolate, soup, and other foods after the initial coffee buzz (pun intended).