I saw this product while poking around tonight on the net. I have to admit this is a cool idea if it works. The product is yet to be released but looks like it could be a real winner if the price is not to high. So far I've been pretty happy with my Rimfires but a tire embedded with leds sounds like a clean way to add visibility to your bike without a lot of fuss. The web site doesn't give a lot of information on how it all works so I'll be standing by till I hear more about it.