Removing CD/DVD scratches with Toothpaste?

Some young entrepreneur over at Metacafe has posted a simple but what appears to be highly affective way of removing scratches from your CD/DVDs with Tootpaste.

1. Smear toothpaste throughout disc
2. Wash toothpaste off with running water.
3. Dry disc clean with soft towel or t-shirt.
4. Brand new disc for your enjoyment.