I think you've missed the point here - this is more about revolutionary technology than a gimmick. The bit about trauma access at the end of the video really hit home for me. Getting regular helmets off unconscious victims with neck trauma is a real world issue. The application in racing alone would be priceless.I'm not sure that it's a great idea. Honestly, I would just stick with a regular helmet. I mean I just spent 300 on a new helmet from Motorcycle House | Leather Biker Jackets, Gear, Clothing and Apparel ... It better be good enough. LOL, If they really want to sell these things they gotta start lying and say its much safer in a crash, ect ect. This is just a gimmick to get us to buy way more.