Once I figure out how to edit videos on my iPhone I'll post a picture. He's never gone that crazy over anything before, not even the creme de la catnip! This cat store just has it in bins, smoothed and sanded--apparently when they start to lose interest, you wet it down and sand a layer off and the scent is re-released. So strange--I wonder who was like "I wonder what would happen if I gave this to a cat?"
I'm starting to think pieces of wood are the way to go--we bought a toy that hangs from the doorframe for the boys today and it took them about 30 minutes to destroy it, rip the toy off of the elastic (Atlas has been carrying it all over the house, ripping the tailfeathers off and leaving them on the floor). Totally not worth it!