I think it looks like a great idea for certain riders. (Specifically, professional women who need to arrive at the office without helmet-head hair. One can rail at society for the double standards of appearance, but it's not going to change anytime soon.) And if it actually works as well as it says, there will be lots of them on the market eventually and the cost will come down. We expect seatbelts to auto-clench and airbags to inflate, and this is no different. I also wonder if it could be made to expand over the shoulders to reduce collarbone breakage, too.