could well be, I've seen blizzard bags that look similar to the inside of the picture, it is basically a space blanket with an orange outer so it's more visable so yup I'd think the 90% heat reflection is true. BUT it forgets to mention that it means radiant heat of which there isn't the greatest amount, usually lost through conduction, convection evaporation etc. Reflects 90% of radiant body heat back and i'd say it's a fair comment (Sorry for the rambling way of saying that)