First time I’ve heard about this. I watched their YouTube promo just now:
http://www.youtube.com/watch?v=u00BuEnmVVA
The white running lights might be useful for visibility from the side (but not as good as BikeGlow or various wheel lights). It doesn’t seem as useful as a turn indicator, especially to drivers behind the cyclists. A rear turn signal might work better, but that would involve more add-on equipment on the back of the saddle. Plus wiring or a wireless transmitter from the handlebars to a rear-mounted indicator.
Is this even available in the U.S.? Their website shows it listed on the UK and German Amazon sites, but not in the U.S.