You may want to compare the ebay product to the Keiki Grow product here,
http://www.orchidmall.com/hormones/keikifaq.htm
I have not used the Keiki Grow on a Phal spikes, so I don't know how effective it is for that purpose. But, you still want to trim the spike to a length determined by whether you want keikis or more blooms. You want to cut the spike fairly short for keikis, down near the plant. Then use your hormone paste on a node or two.
My experience so far is that the auxins (for rooting) act much like the cytokinins (for new growths) when applied to orchids, in that they seem to stimulate new growths instead of roots, tho I base this on several formulations that are liquids and need repeat applications. The pastes are made with lanolin and are applied only once.