The only difference from the rest of reflective stuff (armbands, pedals, wheel wire wraps) is the ad-hoc nature of the stuff. Me, I'll stick to the traditional reflective strips (plus lights).

The real issue is this: the protective elements are already widely available (to cyclists and pedestrians alike) and cheap - how is this more attractive to the current unlit and dark-clad "ninjas" than existing alternatives? In other words, the product might be useful to people who already do use other safety elements - how is this aimed at the ones who don't?