What is is?  

Sugru is a rubber that can be formed with your hands and air cures.  It's like modeling clay, but once cured, turns into a flexible strong silicone rubber.  I took a look at the product's website and read through the list of sugru "hacks".  Your imagination is the only limiting factor for this stuff.  You can fix computer power cords, make custom handles for your bicycle, mount mini cameras onto helmets, and replace buttons on keyboards.  The list just goes on and on.  I encourage you to go to http://www.sugru.com and check out this amazing stuff for yourself.  You might be able to save serious cash using this stuff instead of throwing out that broken laptop power cord.