Not come across it myself but a bit of research on the www revealsthat it originates in the US and is concentrated sewage sludge.
The 'OR' bit of it's name comes from the word 'ordure' http://www.merriam-webster.com/dictionary/ordure , which is a bit misleading as it may lead people to think that it relates to 'organic'.
Whilst properly treated sewage sludge has been successfully used agriculturally for decades and more, I'm sure there are people who would prefer not to use it on their veg gardens and who would be quite annoyed if they were misled into buying it by the description you quote.
As you say, it is quite expensive - I would prefer to spend the equivalent on proper well-rotted farmyard manure which, when used on the soil will also improve the structure of the soil because of its bulk, which is one of the main benefits of adding compost/manure.
I won't be buying it.
I wonder if we're actually importing American sh*t, you'd think we had enough of our own.