The stuff looks like Rancher (I took a picture and will updated this post when I download it), seems to burn like Rancher; I used about 2/3 chimney of unlit, 4 lit, let her bring my cooker up to temp (325 - 350) which took about an hour, cooked 12 lbs of thighs and it's about 4 hours since she got up to temp. and she's sitting steady at 335, I'll check her at the 5 hour mark again. I'm pretty sure it's the same with one exception, it smelled a little different to me. Could be in my head but I could have sworn Rancher had a bit of a sweet smell when lighting. Other than that, which as I said could be in my head it's burning just like Rancher. I'll check the ash in the morning.
UPDATE: Looks about right in terms of ash, however, whats odd is there were a couple of pieces that didn't burn. Never seen that before. Nice long burn, temps started dropping around the 5 hour mark, not bad for 3/4 a chimney and typical of Rancher.