I never thought to look on the Shopping Channel until I purchased my It cosmetics set and decided to browse the beauty section before checking out. I was so surprised to find it there… free shipping… and two sponges for $28.00 CAD. (One for $21.00… so you see I had to get the double set).
The way I use my sponge, is, I apply my foundation first, either using my fingers or brush. Then wet the sponge, wring it out so it's barely damp, and bounce it all over my face. It neatly smooths out, and evens out my coverage.
I've been using all kinds of foundation brands with this method, and it all works and looks better after the Beauty Blender face bounce. So I understand the hype now.
I own an egg shaped sponge by Sephora so lets do a tiny comparison.
When you wet your BB sponge it swells up. Even after you wring it out, it still remains big, as seen in the pic below. Sephora sponge is much smaller than BB and wet or dry it remains the same size. Bigger sponge, faster work, plus BB is so much more softer... BB worth the money :)