How could this escape me for so long?

It's a gel and it stays for a week as it slowly dissolves. Smells good on every flush. Pic doesn't show, but it's a nice very light blue color.

Steve Woods/TSM

So when I did some research, it turns out these things have been out for 10 years! After I saw the commercial from 2008, I was like, ok I think I saw that back then but wasn't interested LOL