This product is exceedingly cool and perfect for my vain cyclists (you know who you are)! If you like to ride around in style, not mess up your hair with a helmet, then Hovding has created the perfect solution for you. It is essentially an airbag made for cycling. You wear a collar (that's not bad looking) that contains the airbag which deploys (in .1 seconds) when it senses you are having an accident. This covers a much larger area than traditional helmets, presents a much softer impact, and can withstand multiple hits to the head. Full disclosure, I haven't tested the impact inflate (I'm not an X-gamer), but it gets rave reviews and the demonstration videos are incredible!