That was it! Leather World Technologies. I bought the dye and some cleaner product that was a waste of time and money. Just get the dye that matches your car, and use anything, even Windex, to clean the seats first. It only patially fills in the cracks, but it does a good enough job that they are not really that visible when you're done. Remember, a little goes a long way, I did my whole Volvo with 1/3 bottle. When it first goes on, it doesn't look like it matches at all, but let it dry and it's perfect (can only speak for my particular application)
Good luck!
Paul