The article does not sound realistic - the plastic wheels are sure to bring in serious losses. A German spoke dynamo that went over the front axle and worked with nylon wheels had the efficiency of 25% or so. A plastic Pioneer dynamo that went over the rear wheel was about just as efficient. I could believe 80% for the electrical part of the device.
I was too lazy to see if there was an estimated price for this thing. Cheapest dynohub/light charging system is probably going to run $400, but it would be much better than this.
U-man; I also was not impressed with this Atom. Seems ready to break and a bit pricey for the overall impression.
I was impressed with the SunUp generator ($125USD on ebay) coupled with L&M lights front and rear (sourced from Peter White). All very well built and seem tough as nails.
Being able to achieve a dyno-hub equivalent without having to rebuild a wheel was my objective. The SunUps much higher (80%+) efficiency over a typical dynohub (abouit 55% for best ones) was nice gain. Inside the SunUP is actually a 3-phase alternator vice a dyno hubs' 1-phase generator) was a nice gain also.