I'd have to disagree; it's an alchemical item, and is "struck" to light, so I've always thought of it as sort of like a long-lasting flare.
Berandor said:It's hot, and it's a big flare.
Don't forget that it needs to be lighted; those glowsticks do not.
I think for one GP, you get a hot torch that burns 6 hours, and brighter than a torch - that's enough.
Berandor