Seriously, even with council backing I can't see it amounting to much. At the moment it's only in a concept stage, it still needs developing into a prototype, then testing. And after that all the manufacturing and supply of it to the cyclist.
At some point it also would have to be made a legal thing to be made to wear it.. Theres a lot of expense along the way there, and it's only a local council at the moment backing it. The market even if it is foisted on the cycling locals can't be that big. It isn't Giro selling a simple foam hat to the world, there is technology involved, it would be expensive and the guy trying to flog it would be reducing his potential market even further as more people refused to wear it and left their bikes hanging up instead. That would probably make the local motorists happy though.