New multiplication trick?

Just stumbled across this “new” multiplication trick that has been copyrighted. I haven’t seen the actual trick, but the article says

Clay’s method is best explained on paper. Suffice it to say you multiply the digits on the right, cross-multiply and add the digits in the center, then multiply the digits on the left. Using that formula, you can work out 33 x 44 in about three seconds.

Now, I don’t see anything new in this one, even though Mr. Clay has a copyright. This is the standard Vedic multiplication trick that we (at least I ) have learnt as kids back in India, and is essentially, the equivalent of the expansion of  (10A + B) * (10C +D).

Edit: Just found out that the Vedic multiplication is explained at VedicMaths.org and with the very same example!