Yeah, I used to use cotton ball soaked in p.jelly, but too gooey and messy. I should test how long my wax rolls burn for. I am pretty sure they are the cheapest firestarter. Esbit is perhaps the most effective, but at much higher price. I guess it depends how many campfires you make a year.
Oh, and I should have added that I always take both a pack of matches and a mini Bic. I used to take my LMF spark stick all the time, but got lazy and like matches best for being quick and easy, though spark sticks are the most reliable for starting a fire.
Tampons work well, though they burn up too fast, so you have to use a few of them. I guess if you are female, it makes them multi-use. I have heard that you can use them for first aid too, but seems like gauze would be more effective.