Yes, this is a thing.
Get yourself a jar of the lube and smear it on your kindling/logs/naughty bits. It’s messy, but it definitely helps getting the fire started. Especially when things are damp, like my last weekend at Leelanau State Park. I arrived right after a few days of rain, so my fire pit was ultra-moist. I was able to get a good fire rolling after only 15 minutes, and I didn’t even have proper kindling, just a pile of newspaper.
Again, it’s messy, but it’s pretty easy to clean up with paper towels, and then you can use those same towels as more kindling. Next time I plan on switching from the traditional jar to a squeeze tube.