I don't know about you but I am forever losing my keys amongst the random items that clutter up my bag. So whilst I'm not particularly impressed with the quality of Boysstuff's marketing at women (and neither are you apparently) this gadget looks like it will be quite useful and it isn't even pink or fluffy.
The Gaseous Tritium Light Source will apparently last for up to ten years and glow from 20 feet. It's not available to non-UK residents due to it's radioactive content though. £9.95 [Camilla Chafer]
i have one of these (pink! ebay) and it's great - for one i'm always losing my car keys in the bottom of my handbag, and the reassuring pink glow lets me know i've not left them in the ladies loos