Yeap. Indeed it is. The one pair of champs has lasted me 6 or 7 months now and has plenty of life left. I'm planning on getting a few years outta this set up.

Why the sh*t use cork when gel tape is cheaper and comfier?

Gel tape is cork. It's cork with some closed-cell foam. I've always seen it more expensive than comparable cork and cork is just fine for me.