What Is A Bait Button?

This is a "Bait Button Dispenser", they sell them at Tackle Warehouse for $7.99. I have no clue what a Bait Button is, well I had no clue there for a second until I scrolled down and clicked on Bait Button Refill Bag.If I understand it right this is yet another attempt to fill the same niche as the Parasite Clip, Trailer Hitch, Skip Gap Hook, and various bait keeper style hooks. I wonder how