The Tom coals ashes little, are almost always perfectly cut (also because there are large differences) and to last. The most important thing for a hookah smoking - No coal taste.
Of course, it takes a long time if you want to burn such coals with a lighter. Therefore, best to buy a gas burner or a portable stove. These can be found already for 15 here at Amazon and last forever.
The only reason to give a star I find unfair, because there the fault is probably quite clear for the user.