As far as I can tell the Zippo pipe inserts are pretty much useless. I've tried the wick in just about every configuration (from super short to all fuzzy) but it's never easy enough to pull the flame down for me to be comfortable lighting a pipe with it.
Maybe it would work with 5 Brothers, but it's a no-go for most blends.
The most interesting thing I've tried with it though is putting a small nut around the wick, it should keep the body of the lighter cool a bit longer since you're not pouring flame straight into the side of the insert.
The only way I have managed to use a Zippo is with a normal insert and tipping my pipe sideways, which will scorch the rim, or you can use it to light matches when you don't have a striker, but in either of those cases a Bic is probably superior in general (cost and convenience), except maybe if it's windy.
I've actually started to really like using matches (kitchen matches, not small ones), since you can get a flame the width of the entire bowl. Again, probably not best for your fancy expensive pipes, but great for all my modified extra wide bowls.