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The article says that there were 3000 units pre-ordered. That's a fair amount of cash, but spinning up a hardware line where there are real safety and fit questions at hand is not trivial. Maybe they would have been better off making something that would replace the visor on a popular model of helmet like a shoei.

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So, 3.5 million to develop safety equipment with electronics that have to endure wind, rain (at 90mph), shock, and general misuse (I don't treat my helmets with nearly the care I do my iPhone)...and still make a profit. My napkin scribbles say that would be a tall order.

EDIT: oh, yeah, and DOT/Snell testing. Don't know how much that is.

I don't treat my helmets with nearly the care I do my iPhone

Just as a note to everyone: If you drop your helmet, you should throw it away. You can't tell if the foam has been cracked, which reduces its protection.

This is a pretty common misconception. Info from Snell Foundation: http://www.smf.org/helmetfaq#aDroppedHelmet Most manufacturers also offer a free inspection service where you can ship them your helmet and they'll check on the internals/foam.

That's good to know.

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