airbag for cyclists

check out this groovy contraption the 'Hovding' from those clever Swedes - its an airbag (inside a collar) for cyclists, which inflates on impact around the skull and neck.  perfect for people (like me) who hate to wear helmets - tho it is quite pricey (around £260) -- i just wonder what people will think when they see one go off...like aliens have landed or something - but if it works, who cares!
i dunno about you but it kind of reminds me of something........

Santos, modelling the first prototype?!!!