Cell Phone Pillows?

There's an ad showing up on TV here in Japan recently that seems kind of odd to me. See, there's one younger woman, clearly laying down on this star-shaped pillow, talking... with her cell phone plugged into it. Then they cut to an older man, laying on a similar pillow, talking on his cell phone. They're joking, just light talk, but the point is how wonderful these cell phone pillows are. Built-in small speakers and microphone, plugs into your cell phone... and for a short time only, if you sign up with the XYZ cell phone service, you get one free!

I know I'm not a power cell phone user, but... a pillow? So I can lay in bed and talk on the cell phone? Is this really something that people would want enough to switch services to get it?

Why not just get a pillow, and put your cell phone on speaker mode?