Why all the hate? They aren't even selling them, but instead, they saw a problem, and made an honest attempt at devising a solution to it, using their own free time. The result is a lighting system that provides excellent side visibility, and is elegantly integrated into the bike. All of this done not by a team at a bicycle accessory manufacturer, but two college students. The project was not about the Superflash or reflective tape, but their own individual solution to the problem of people being struck at intersections during night hours. They did a good job and should be congratulated for their work.