"One thing essential to safe cycling is a well-fitted helmet."
Cock. Complete and utter.
Now the idea of helmet that better handles the deccelerative forces in an impact higher than say 12 - 15mph is a good one. The idea of a helmet that doesn't catastrophically fail (cracking up) on impacts at high(er) speeds like current ones do is a good one but the statement "One thing essential to safe cycling is a well-fitted helmet." by the BBC is a pile of shy tea.