From an industry friend who posted this on his Facebook feed:
as I was told by the founder of Kali: “It’s impossible to make safety sexy.” I understand the dilemma of marketing a game changing helmet, but Trek 100% knew they were engaging in gotcha advertising.
Can't help but feel there was a different way of doing this. If it truly helps safety in such a dramatic way then you approach it differently or it's time to admit this doesn't actually help safety nearly as much as what is represented. My $0.02