Saw those at TSC last year......was put off by small size, but stiffness and washability were attractive.Check out this thread. https://www.backyardchickens.com/t/1139786/heater-question#post_17698834 I wonder if this is a new product. It's rigid and has screws for mounting and it's specifically for warming chicks. Blooie, MHP may have inspired a new THING!
Heating pads for chicks are nothing new....MHP came about as a DIY option to the Brinsea type chick heaters.