E-lighter USB Cigarette Lighter

This is a really weird USB device and I am not all that sure exactly how it is supposed to work. It also seems that it is a mere design study, so perhaps the creator doesn’t know exactly how it will work either. What we do know is that it is an e-lighter than connects to your PC via USB and lights cancer sticks. The unknown come sin when looking at the USB cable. Does the USB merely power lighting behind the symbols on the lighters? Perhaps the USB cable actually has something to do with creating the flame by heating an element of some sort to create the spark need for you to light up. The e-lighter is designed by Toa Ma, and my money is on the USB portion simply lighting up the character on the lighters.