Also, yes, I thought that was a cookie the first time I saw the concept, too (the name of the company probably had something to do with that as well).
From the campaign:
This Kickstarter's objective is to enable the creation of an amazing collection of 7 inch diameter (that's 18cm!!) circular textured Basing Pads - designed to allow gamers of every modelling skill level to easily create professionally sculpted bases that are exactly tailored to meet their individual specific gaming & display needs, using any size, shape and brand of plastic base that they wish.
Our Basing Pads have outstanding negative (sunken) detailing - Press any plain plastic miniature base that's covered with fresh putty into the Basing Pad to produce fantastic positive (normal looking) detailing on it.